Portfolio maps · Iceland · Aug 2026

Five brand webs

Who owns what, what reaches Icelandic shelves, and what it costs. Pick a group.

Colour is the owning division, the mark inside each bubble is its FMCG category, and a ring shows what Krónan actually stocks. Logos load from each brand’s own site.

Evidence · Iceland

FMCG category

Portfolio companies

Logos

Brand logos

Show logos

Logos load from each brand’s own site. Drop image files to replace any — name each after its brand, or root.png for the company mark.

Drop logo files, or click to choose

Shelf check · Krónan

Paste a Krónan result — JSON, list or table. Or run kronan-sweep.mjs to write results straight into this file.

Where to get the data

From a tool with a Krónan plugin: ask it to list every product for a brand with prices, then paste the reply straight in. A markdown table, a bulleted list or bare product names all parse.

Direct from Krónan: sign in at kronan.is with Auðkenni, create an Access Token in settings, then:

curl -H "Authorization: Bearer $TOKEN" \
  "https://api.kronan.is/api/v1/…/search?q=TORO"

Exact paths are in Krónan's Redoc.

Notes

Colour is the division, the mark inside each bubble is its FMCG category, and the ring shows Krónan evidence. Click an arm to explode it; right-click any bubble for links.

Distributors

Record who imports each brand into Iceland. One per line: Toblerone = Nathan & Olsen. Shows on the brand card.

Click an arm to explode it
Scroll to zoom · drag to pan
Right-click a bubble for links
Esc to close