The core of Midsona’s business is its mission to provide healthy food for people and planet. We lead by developing existing brands and introducing new ones, allowing us to better meet current and emerging trends.

Midsona has made the strategic choice to focus on strong and distinctive brands. Some of these play a very central role in the Group's growth and account for a large portion of sales. Sustainability is an integral part of our operations, and to stay ahead, we invest significant resources in sustainability. For several years, we have been driving comprehensive efforts both internally, to motivate our employees towards good health, and externally.

The business is built on a portfolio of proprietary brands complemented by licensed brands, with an emphasis on plant-based and organic foods. Midsona's wide-ranged portfolio includes strong brands such as Friggs, Urtekram Kung Markatta, Helios, Davert, Happpy bio, Celnat, Vegetalia and Earth Control.