Our tiny yellow shop opened on Hagagatan in 2019, but the story of Mjuk Mjuk goes way back. Our founder, Jeremy DiPaolo, grew up in Los Angeles before moving to New York as an adult. As a child, soft-serve ice cream (mjukglass) was his go-to, as it is for so many here in Sweden. But as an adult, the mystery ingredients of standard soft-serve—a product originally designed for maximising profit at the sacrifice of quality—were a turnoff. He was always passionate about finding good ice cream but was usually disappointed. So, he started to make it at home in his spare time.
Moving from Brooklyn to Stockholm in 2016 gave him a chance to try his ideas in the real world. So, he went to culinary school in Asti, Italy to learn the art and science (so much science) of artisanal Italian gelato. Jeremy started to apply the same rigorous artisanal approach to his beloved soft-serve and wrapped it in a playful brand evocative of his travels and past experiences. Mjuk Mjuk was born!