Midsona AB

Midsona AB is a European food company that develops, produces and markets brands focused on health and well-being. Its purpose is to provide healthy food for people and the planet, with an emphasis on products that support healthier, more sustainable lifestyles and offer transparency about ingredients and raw-material origins. Most of its products are plant-based or vegetarian, and many are natural or organic.

The company’s portfolio includes Urtekram, Urtekram Nordic Beauty, Kung Markatta, Davert, Helios, Celnat, Friggs, Earth Control, Vegetalia and Happy Bio. Midsona serves consumers across three divisions: Nordics, North Europe and South Europe. These divisions oversee product development, production, marketing, sales and distribution, combining local market knowledge with a broader European presence.

Midsona develops its brands and product offering in categories linked to healthy and sustainable food choices. It also works to improve coordination in sourcing, forecasting, production, distribution and product development. Sustainability is central to its approach, including a commitment to reach net-zero emissions by 2045, validated by the Science Based Targets initiative.