Midsona AB (MSON.B)

Overview

Midsona AB (publ) is a comprehensive provider of organic products, consumer health products, and health foods across a diverse regional market, including Sweden, Denmark, Norway, Finland, Germany, France, and Spain. The company specializes in the development, production, and marketing of a wide range of plant-based foods, embracing the health and wellness sector with its multifaceted brand portfolio. Since its inception in 1892, Midsona has grown to become a notable entity in the organic and health food industry, boasting a rich history of over a century. Based in Malmö, Sweden, Midsona caters to a wide consumer base through both online and retail distribution channels, reaching customers in pharmacies, grocery trade, food service, health food stores, and various specialist retailers and sales avenues.

Products and Services

Midsona AB offers an extensive assortment of organic and plant-based foods, consumer health products, and health foods under various brands, each catering to different segments of the health and wellness market:

• Earth Control: This brand is known for its plant-based foods like nuts, kernels, dried fruits, and berries, catering to consumers seeking nutritious and organic snacking options.
• Urtekram: Offers a broad range of organic products including dried fruits, nuts, oils, spices, fruit cream, muesli, rice, and pasta. Additionally, Urtekram extends its portfolio to include hair and body care, as well as vegan face care products, meeting the needs of eco-conscious consumers.
• Davert: Focused on providing rice, cereal flakes, dried fruits, nuts, and other organic food items, Davert supports a healthy and sustainable lifestyle with its quality offerings.
• Kung Markatta: Specializes in cooking and baking essentials such as oils, grains, pasta, bouillon, and various flour types, catering to the culinary needs of those preferring organic ingredients.
• Happy Bio: This brand delivers organic and plant-based foods comprising grains, flakes, seeds, vegetables, pasta, and rice, promoting a happy and healthy lifestyle through bio-organic foods.
• Friggs: Offers corn and rice cakes, teas, and dietary supplements under its name, catering to consumers looking for healthy snack options and wellness products.
• Vegetalia: Provides a range of vegetable proteins including fresh plant-based products, appealing to vegetarians, vegans, and anyone looking to incorporate more plant-based proteins into their diet.
• Celnat: Known for its roasted grain and cereals, Celnat offers organic options for breakfast and health-conscious meals.
• Helios: Offers organic and bio-dynamic products including breads, beverages, cold cuts, dinner accessories, pasta sauce, pesto, oils, sugar, syrup, nuts, seeds, flour, and tea, catering to a wide range of dietary preferences and supporting sustainable agriculture practices.