Midsona focuses on developing and marketing powerful brands. The business builds on a portfolio of own brands supplemented with licensed brands. Our own brands are our backbone.

Midsona’s wide range of strong brands with leading products in health and well-being satisfy the needs of many consumers. By continuously developing the brands so that we can meet existing and new trends in an even better manner we have reached a leading position.

Midsona’s strategic goal is to work with brands that are number one or two in their markets. In 2020, own brands accounted for a total of 69 percent (68) of the Group’s sales. Many of our brands have strong and leading positions in selected segments in the respective product category.