We provide healthy food for people and the planet.
We provide healthy food for people and the planet by producing and marketing food that is healthy, both for people and the environment. Most of our products are plant-based or vegetarian and many are natural and organic.
Latest news
Continued strong improvement in margins drove an improved operating profit, and the Board proposes a dividend.
Midsona at a glance
We provide healthy food for people and planet by producing and marketing food that is healthy, both for people and the environment. Most of our products are plant-based or vegetarian and many are natural and organic.
Midsona has once again been recognized for its climate strategy and leadership by the global non-profit environmental initiative CDP. For the second year in a row, Midsona has achieved the highest rating, A, in CDP’s ranking in the area of Climate Change.
The business is organised in three divisions: Division Nordics, Division North Europe and Division South Europe, which have operational responsibility for product development, production, marketing, sales and distribution to customers
5 reasons to invest
1. Underlying need to eat more healthy and sustainably
Midsona’s markets are driven by increasing interest in healthy, organic, and plant-based foods for personal and planetary health. While current declines are linked to financial uncertainty, global trends like an aging population, health awareness, and demand for transparency and sustainability position Midsona well for the future.
2. Clear mission is reflected in every aspect of the groups work
Midsona has a clear mission to help people achieve a healthier life and care for the environment. This permeates everything Midsona does – from the use of sustainable raw materials, to production, and all the way to the consumer’s door.
3. Active change efforts to meet the future food market
Midsona has built up a leading position in the Nordic region through acquisitions, a strategy that has since been extended to Europe. Based on the Company’s current position and brands, Midsona is focusing on an active change process aimed at strengthening profitability and building a more attractive offering, along with a more efficient apparatus that is set up for the food market of the future.
4. Leading positions with strong brands
Midsona holds a leading position in most of its sales channels, making the Company a priority supplier. The strategy is based on developing strong brands in attractive sectors. Midsona has several brands in the Nordics with a strong position in their respective categories. Acquisitions in Germany, France and Spain have laid the foundation for growth in the rest of Europe, also built on strong brands.
5. Solid sustainability work
Midsona's offering fits well with the current trend for sustainability in the Company’s markets. Midsona’s strategy and mission build on a passion for healthy, natural and sustainable food, making sustainability an integral part of operations. Midsona’s vision is to influence people’s eating habits in the direction of healthy and sustainable options. Inline with the Company’s ambitions and the demands of customers, consumers and investors, Midsona has established clear sustainability targets for sustainable brands, a healthy work environment, responsible purchasing, safe products, efficient use of resources and efficient transports.
Our market and presence
Midsona is a leading company in health and well-being, with a strong presence in the Nordic region and expanding markets in Germany, France, and Spain. With a focus on natural, organic, and plant-based products, Midsona’s portfolio includes trusted brands like Urtekram, Kung Markatta, and Davert. Guided by sustainability and consumer health trends, Midsona is shaping the future of the food and wellness industries through innovation, responsible sourcing, and efficient value chain management.
Net sales per area
External factors and drivers
Despite inflation and economic uncertainty, Europe’s economy shows signs of recovery, with disposable income expected to rise. These improvements could renew interest in health and organic products, aligning with long-term growth trends.
Consumers across Europe are increasingly focused on sustainability and plant-based diets. EU initiatives like the Green Deal and Farm to Fork strategy are driving demand for organic and climate-friendly products.
Even amidst economic challenges, consumers are prioritizing health and sustainability. A fifth of Europeans actively seek plant-based, organic options, driven by awareness of personal and environmental well-being.
Targets & performance
Strategy
Actions:
- Strengthening Key Brands: Focus on flagship brands like Kung Markatta, Urtekram, and Davert.
- Geographical Collaboration: Leveraging cross-market synergies to better meet consumer needs.
- Innovation: Developing new products in line with consumer trends for sustainability and health.
Expanding the footprint of other health-focused brands:
- Friggs: Targeting a broader consumer base for rice cakes and health teas.
- Earth Control: Growing the range of snacks and nuts.
- Gainomax: Expanding sports nutrition offerings into new markets.
Midsona’s focus on simplifying product portfolios, harmonizing sourcing, and optimizing production aligns directly with this pillar. By creating a streamlined operational model, we can reduce costs, increase profitability, and ensure consistency across our core markets.
- Portfolio simplification: Reducing complexity in our product offerings.
- Shared sourcing and production: Harmonising raw material procurement across our regions
Financial overview
Our story
Wilh Sonesson, founded in 1892 by Wilhelm Sonesson, began as a wholesaling and trading business in the engineering industry. Over the years, it has evolved, giving rise to several prominent industrial and listed companies. Listed on the Stockholm Stock Exchange since 1966 and re-listed in 1999, the company shifted its focus to health in 2001. After acquiring Midelfart in 2006, it was renamed Midelfart Sonesson AB in 2007, with its registered office returning to Malmö.
Midelfart is a well-known Norwegian family firm established in 1923 by Ole Midelfart. The company, with registered office in Oslo, has been owned and managed by the Midelfart family for four generations and has a long tradition and great knowledge in health, beauty and well-being.
On 7 December 2010, shareholders decided to rename the company Midsona, reflecting its history and new unified identity. A new logo and graphic design were introduced to position Midsona as a leading Nordic company in health and well-being, emphasizing modernity, innovation, and helping people lead healthier lives.
Midsona acquired Danish company Urtekram International A/S in July 2015 and thus established Midsona in Denmark. Urtekram is the Nordic leader within organic food.
Midsona's acquisition of Internatural AB - with proprietary brands Kung Markatta and Helios - in July 2016 was the largest acquisition to date and took Midsona one step closer to achieiving the vision of being the Nordic leader within health and well-being.
In May 2017, Midsona presented a public takeover bid to the shareholders of Bringwell. As per July 2017, Midsona controls 98.2 percent of the total number of shares and votes and has requested redemption of the remaining shares.
In 2018, we began our journey into the rest of Europe when we acquired Davert GmbH, a pioneer in the German organic food industry founded in 1984 by Rainer Welke. Davert's brand and products complement Midsona's existing organic portfolio well.
In 2019, Midsona expanded its European presence in organic and plant-based foods through several strategic acquisitions. In July, it acquired Germany’s Eisblümerl Naturkost GmbH and Sweden’s Ekko Gourmet AB, enhancing its product portfolio in Germany and Sweden. In October, the acquisition of Alimentation Santé SAS further established its foothold in France and Spain with leading brands like Celnat, Vegetalia, and Happy Bio.
In 2020, Midsona broadened its healthy food portfolio by acquiring the Swedish sports nutrition brand Gainomax and the Danish company behind the Earth Control brand. These acquisitions solidified its leadership in sports nutrition and plant-based foods in the Nordic market.
In October 2021, Midsona acquired the Finnish company Vitality, including its subsidiaries, strengthening its position in Finland and expanding its health and wellness product range.
The Board of Midsona is the highest management body beneath the Annual General Meeting and is responsible for the organisation and management of Midsona's affairs. It shall primarily engage in the more overarching and long-term issues that are of substantial significance for the Group's future focus.
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