The blue and white jar is a limited-edition collaboration between coffee brand Zoéga and porcelain manufacturer Rörstrand.
It features the classic “Mon Amie” pattern and is included with the purchase of select Zoéga coffee packages.
The limited-edition jar has sparked a frenzy among collectors, with resale prices soaring. This phenomenon highlights how limited-edition product releases can quickly develop into cultural touchstones, driving demand and creating secondary markets.
According to Swedish news outlet Expressen, the jar is currently selling for over 1000 Swedish krona on the secondhand market.
Large Crowds Gather
The situation reached a peak on Friday morning at ICA Maxi Gnista, located just outside Uppsala.
The store had only received a shipment of 40 jars, but that didn’t deter eager shoppers.
The first customers began queuing as early as 11:30 PM on Thursday.
By 6:00 AM on Friday, approximately 300 people were waiting in line.
Then the doors opened.
As the store opened, chaotic scenes unfolded. Witnesses described customers rushing into the store, pushing and shoving in an attempt to secure a jar.
“It’s fun to get the jar, but it’s just a jar. I saw someone trip over another, and people fell and were injured – all for the little jar,” one customer told Expressen.
Sold Out
The store confirmed the level of interest was exceptional.
“Just a few minutes after opening, everything was gone,” said store vice president Robin Enberg to the publication.
Most customers were therefore left empty-handed.
“Those who didn’t get one were disappointed and upset,” Enberg said.
According to Zoega Norway, the jar will not be available in the Norwegian market.
