FOCUS ON STRONG BRANDS

The core of Midsona’s operations is our mission to contribute to helping people live healthier lives.

To live up to this mission, Midsona closely follows how current trends in the area are reinforced or weakened, and how new trends arise. Midsona has made the strategic choice to focus on strong and leading brands.

In 2018, proprietary brands accounted for a total of approximately 69 percent* of the Group's sales of products. Many of our brands have strong and leading positions in selected segments in the respective product category.

Midsona prioritises eight of its proprietary brands - URTEKRAM, KUNG MARKATTA, DAVERT, FRIGGS, HELIOS, DALBLADS, NATURDIET and ESKIMO-3. In addition, we work with several other brands of our own with good profitability, and we represent a number of clients' brands.

*Including private label

The interest in health and well-being can be broken down into several trends that guide consumption patterns.

Midsona has strong positions in the Nordic countries and are also available in Germany through our subsidiary Davert.