WHY MIDSONA´S SHARES ARE ATTRACTIVE
A growing market
Midsona operates in a growing market, where growth is driven by consumer's increasing interest in their own health and well-being. Midsona holds a very strong position in pure plant-based and organic products, an area that is growing more than the overall market for FMCG products.
A leading position
Midsona holds a leading position in most of its sales channels, making Midsona a preferred supplier and generating economies of scale. Midsona's vision is to become one of the leaders in Europe.
Strong brands
Midsona's strategy builds on strong brands that are continuously developed and supplemented through acquisitions and alliances. Ten brands are particularly in focus.
In 2020, Danish brand Earth Control was incorporated into our portfolio through the acquisition of Systemfrugt A/S, a leading supplier of both branded and private label solutions and strong consumer concepts with in the Dried Fruits & Nuts category across the Nordics, products that excellently complements Midsona.
Aggressive goals and clear strategies
Midsona has a clear mission and vision, aggressive growth targets, clear strategies and the financial and organisational capacity to implement its plans.
Active in the consilidation of the market
Midsona is participating actively to consolidate the market for products in health and well-being. In recent years, Midsona has been an active player in the Nordic region with acquisitions of brands such as the Danish Urtekram and Swedish Kung Markatta. Now, the vision is to be involved and consolidate the fragmented European market. The first step was taken in 2018 through the acquisition of the Germany company Davert. In July 2019, followed Eisblümerl Naturkost, an add-on acquisition to the German platform in Davert, Ascheberg. Also in 2019, Midsona acquired French company Alimentation Santé with business in France and Spain.
