{
  "id": 17579632,
  "title": "Kompisene satser alt på ny Haaland-favoritt",
  "url": "https://urgent.news/2026/11/01/kompisene-satser-alt-pa-ny-haaland-favoritt",
  "topic": "business",
  "section": "Business",
  "published": "2026-11-01T10:17:31.000Z",
  "source": {
    "name": "E24 Norway",
    "slug": "e24-norway",
    "url": "https://e24.no/naeringsliv/i/L3rWOR/kompisene-satser-alt-paa-ny-haaland-favoritt"
  },
  "original_language": "en",
  "account": "Joachim Jagge Lindstøl and Christian Schjørn, childhood friends, have launched their own brand of yerba mate, Ka’ay, hoping to capitalize on the popularity of the Norwegian football star, Erling Haaland. Haaland, with 76.5 million Instagram followers, is Norway's biggest star at the moment. Haaland has been seen drinking yerba mate alongside other famous faces, including Lionel Messi, Gisele Bündchen, and Metallica's James Hetfield. However, the market in Norway is still quite undeveloped. Lindstøl and Schjørn aim to make something of this by becoming the sole Norwegian brand associated with yerba mate. They have already established Ka’ay and invested around half a million kroner into the venture. The product is organic, fair trade, and smooth in taste, making it a suitable alternative to traditional black tea. Ka’ay has already shipped over 10,000 packets to a warehouse near Oslo, with sales of nearly 10% in its first three weeks. The founders are ready to face the challenges of building a new category in Norwegian daily goods, believing that perseverance and passion can overcome any obstacle.",
  "summary": "29-åringene sa opp jobbene og brukte alle sparepengene på fem tonn yerba mate fra Argentina.",
  "key_points": [
    "Childhood friends Joachim Jagge Lindstøl and Christian Schjørn launch Ka’ay yerba mate brand.",
    "Erling Haaland, with 76.5 million Instagram followers, boosts Ka’ay's popularity.",
    "Ka’ay ships 10,000 packets, achieving 10% sales in first three weeks."
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}