Brämhult's Juice

What Brämhult's Juice does

Brämhults Juice is a Swedish premium juice and beverage brand, legally operated through Eckes-Granini Sverige AB (a private limited company headquartered in Borås, Druveforsvägen 8A) and owned since 2007 by the European juice conglomerate Eckes-Granini Group. The company produces freshly pressed fruit and vegetable juices, smoothies, lemonades, vitamin waters, immun shots, and seasonal flavors, with all citrus pressing and juice production consolidated at a modern facility on the island of Fyn (Funen), Denmark, built in 2018. The core technical differentiator is a fresh cold-press process combined with a light heat treatment at approximately 75°C for roughly 30 seconds — gentler than standard pasteurization — designed to eliminate pathogens while preserving flavor and natural vitamin C content; products are pressed multiple times per week and reach retail within approximately 24 hours.

The business model is a consumer packaged goods model: revenue is generated through the sale of packaged beverages in standard sizes (0.30L, 0.85L, 1.3L bottles) via retail and grocery chains. Distribution is retail-only across four Nordic countries — Sweden, Norway, and Finland under the Brämhults brand, and Denmark under the preserved Valsølille brand — with no direct-to-consumer e-commerce storefront. Products are positioned at a premium price point relative to competitors, marketed as natural with no added sugar, sweeteners, or preservatives, and supported by a multi-channel marketing mix including Instagram, Facebook, YouTube, Pinterest, Snapchat, content marketing (Juice School, Orange School), a customer forum, and promotional partnerships.

Brämhults targets health-conscious Nordic consumers seeking natural, functional beverages, with brand credibility anchored by a 60+ year heritage, Royal Court Supplier (Kungliga Hovleverantör) status to the Swedish Royal Family since 2005, and multiple "Bäst i Test" (Best in Test) blind taste awards. The customer base is the broad general consumer market across the Nordics rather than concentrated enterprise accounts, with the Swedish Royal Family serving a symbolic rather than material commercial role.

Name

Brämhult's Juice

Legal name

Eckes-Granini Sverige AB

Website

https://bramhults.se

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

101–250 employees

Short description

Brämhults Juice is a Swedish premium juice brand (part of Eckes-Granini Group) that produces freshly pressed juices, smoothies, lemonades, vitamin water, and shots for retail distribution across Sweden, Denmark, Norway, and Finland.

Ownership category

akta.pro rank

Product category

Fruit Juices and Beverages

NAICS

Soft Drink and Ice Manufacturing (31211), Beverage Manufacturing (3121)

SIC

Beverages (2080)

akta.pro primary industry

Fresh Fruit & Vegetable Juices & Juice Blends (Cold-Pressed, NFC, From Concentrate) (AFAKAFAB)

akta.pro secondary industries

Vitamin- & Mineral-Fortified Beverage Production (AFAFAFAC), Still Soft Drinks & Flavored Waters (Non-Carbonated) (AFAFABAB)

Keywords

• Fresh pressed juice
• Cold-pressed beverages
• Fruit smoothies
• Vitamin water
• Functional beverages

Headquarters

HQ city

Brämhult

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Consumer Packaged Goods (Juice & Beverages): Brämhults generates revenue through the sale of freshly pressed juices, smoothies, lemonades, vitamin waters, and shots via retail/grocery store channels across Sweden and the Nordic countries. Products are sold in standard packaged formats (0.30L, 0.85L, 1.3L bottles).

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Brämhults Juice produces and sells freshly pressed fruit and vegetable juices, smoothies, lemonades, vitamin waters, and functional shots through retail and grocery channels across Sweden and the broader Nordic region. Products are pressed multiple times per week and delivered to stores within approximately 24 hours, with a light heat treatment applied to ensure food safety while preserving natural flavor and vitamin content.

Product overview

Brämhults Juice is a Swedish juice company (part of Eckes-Granini Group) specializing in freshly pressed juices, beverages, and functional drinks. The product portfolio centers on seven core product categories: Vitamin Water (functional vitamin-enriched water launched 2025), Juice (freshly pressed fruit and vegetable juices including orange, carrot, apple, and mixed combinations), Lemonad/Lemonade (refreshing lemonades with multiple seasonal and year-round flavors), Smoothies (satisfying fruit and vegetable smoothies with added vitamins), Shots (concentrated health-supporting shots), Drycker (summer fruit drinks), and Säsongens Smak (limited seasonal flavors). Products are pressed fresh multiple times weekly and delivered to stores within 24 hours, with distribution across Sweden and other Nordic countries.

Differentiator

Problem solved

Functional benefit

Brands

• Valsølille: Brand name used for Brämhults products sold in Denmark, preserved from the collaboration with the Danish citrus press.

Products and services

• Vitamin Water Vitamin-enriched water with 20% fruit content, no added sugar, sweeteners, or preservatives, available in three functional variants targeting different wellness needs. Launched in 2025.
• Juice Freshly pressed juices made from fruits and vegetables, pressed multiple times weekly and delivered to stores within 24 hours. Includes varieties such as Nypressad Apelsin (freshly squeezed orange), Nypressade Morötter (freshly squeezed carrots), and mixed fruit-vegetable combinations.
• Lemonad (Lemonade) Refreshing lemonades made with freshly pressed lemons, water, and sugar. Available in multiple flavors including Dragonized (dragon fruit, yuzu, apple), Pearfected (pear), Litchilove (lychee), Peach Passion, Strawsome (strawberry, elderflower), and Lemonliscious (classic lemonade).
• Smoothies Satisfying smoothies made with fruit and vegetables, enriched with vitamins. Includes varieties such as Vitamin Smoothie (with vitamin E and C).
• Shots (Immun Shots) Health-supporting shots containing apple, ginger, and lemon with vitamin B and folate. One bottle provides 5 shots.
• Drycker (Drinks) Summer beverages made with fruit, water, and sugar. Includes Blåbär Svarta Vinbär (blueberry, blackcurrant), Jordgubb Lime (strawberry, lime), and Hallon (raspberry).
• Säsongens Smak (Seasonal Flavors) Limited edition seasonal flavor offerings. Current seasonal flavor is Peach Passion Lemonade (2026), available in stores between February and September.

Quantifiable outcome

• Juice reaches retail stores within 24 hours of pressing
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered minor and core.

• ThuleminorGTM or Marketing Partner · 1 January 2026Brämhults ran a promotional competition in collaboration with Thule (a premium outdoor and sports equipment brand), offering consumers the chance to win Thule products (tents, bike racks) by purchasing Brämhults Vitamin Water. This cross-brand promotion targeted active, outdoorsy consumers aligned with the Vitamin Water brand positioning.
• Eckes-Granini GroupcoreStrategic or Co-development Partner · 1 January 2007In 2007, Brämhults became part of the European juice conglomerate Eckes-Granini Group. This ownership allows Brämhults to continue being what it always has been, while gaining valuable international knowledge. Eckes-Granini Sverige AB is the Swedish legal entity (org. no. 556217-8946), with Magnus Berndtsson as CEO. The Eckes-Granini Group is a major European juice and beverage company.
• Valsølille (Danish citrus pressery)coreStrategic or Co-development Partner · 1 January 1992In 1992, Brämhults made a study visit to a small Danish citrus pressery named Valsølille on the island of Funen. Inspired by the craftsmanship and love of fresh fruit, they entered a Swedish-Danish collaboration and eventually took over the Danish operations entirely. Brämhults became the first company in Scandinavia to buy and press citrus fruits. The Valsølille brand is preserved for the Danish market.

Scale indicators4 records

Recent moves8 records

Expansion highlights4 records

Regional players

• Valio: Finnish food and beverage producer with juices and functional drinks marketed in Finland and other Nordic countries. Comparable as a regional Nordic food brand selling juices through Finnish and Scandinavian grocery retail.
• Daily Juice: Norwegian fresh-pressed juice brand operating primarily in the Norwegian and Nordic retail market. Comparable as a smaller regional premium juice competitor focused on freshness and natural positioning in a similar geography.

Direct peers

• Rynkeby Foods (Sunniva merged): Nordic juice brand (Denmark-based, with Norwegian Sunniva and Bravo). Direct competitor in the chilled juice aisle across Danish and Norwegian grocery channels, with overlapping retail buyers and consumer segments.
• Vitamin Well: Swedish functional vitamin water brand with strong Nordic retail presence. Direct competitor in the functional beverage/Vitamin Water category Brämhults entered in 2025, sharing health-conscious positioning and similar retail buyers.
• Innocent Drinks (Coca-Cola): Premium, fresh-tasting juice and smoothie brand with strong clean-label positioning and retail-led distribution. Highly comparable on product philosophy (no added sugar, natural ingredients, freshness narrative) and target health-conscious consumer.
• Proviva (Lantmännen): Swedish probiotic functional drink brand sold primarily in Nordic grocery retail. Comparable in the functional/health beverage category and overlapping health-conscious consumer segment, though positioned on gut-health rather than juice.

Broad incumbents

• Eckes-Granini Group (parent brands): Parent conglomerate and operator of multiple European juice brands (hohes C, Pago, Joker, Granini, Brämhults). Most directly comparable as the operating group whose strategies, supply chain, and category decisions shape Brämhults' competitive context.
• Tropicana (PepsiCo): Global premium juice brand and a benchmark for premium, fresh-tasting juice positioning. Comparable in category (premium juice), distribution (retail/grocery), and consumer demographic, though at much larger scale and global footprint.
• Suntory (Orangina, Oasis): Large global beverage company with juice and juice-adjacent brands (Orangina Suntory France). Relevant broader incumbent in non-alcoholic beverages with comparable retail distribution and premium positioning strategies.

Emerging players

• Pressade Safter: Swedish small-batch cold-pressed juice producer selling premium juices primarily via retail and online. Comparable as a Nordic cold-pressed juice operator targeting similar health-conscious consumers with a freshness-led value proposition.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/bramhultsjuice
• Xx.com/bramhults
• Facebookfacebook.com/bramhults
• LinkedInlinkedin.com/company/br-mhults-juice-ab

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Brämhult's Juice