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 2021, proprietary brands accounted for a total of approximately 70 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 nine of its proprietary brands - URTEKRAM®, KUNG MARKATTA®, FRIGGS®, HELIOS®, CELNAT®, HAPPY BIO®, VEGETALIA®, EARTH CONTROL® och DAVERT®. 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