Bringwell AB (publ)

What Bringwell AB (publ) does

Bringwell AB (publ), operating under the Midsona name, is a Swedish public limited company that develops and markets a portfolio of consumer brands in the health and wellness category. According to the company's own materials, Midsona is a Nordic leader in natural and organic products, consumer health, and health food supplements, with a stated vision to become one of the leading health and wellness companies in Europe.

The portfolio spans six disclosed consumer brands — KungMarkatta (organic food), Friggs (health food), Swebar (health food), Naturdiet (diet/nutrition), Eskio-3 (supplement), and Urtekram Beauty (natural personal care) — each supported by a dedicated brand website. The majority of products are plant-based or vegetarian, with many positioned as natural and organic, addressing consumer demand for healthier and more sustainable food options as well as transparency about ingredient origins.

The business model is B2C consumer packaged goods distributed through Nordic retail channels. Go-to-market is primarily via the corporate website (midsona.se) and brand-level websites for top-of-funnel awareness; pricing is not publicly disclosed. The company maintains investor-facing infrastructure including reports, governance, and share data pages, consistent with public-company status. Customer-facing technology is limited to marketing websites; no apps, APIs, or proprietary technology platforms are indicated.

Name

Bringwell AB (publ)

Legal name

Midsona AB

Website

https://bringwell.com

Company type

Public

Operating status

Operating

Headcount range

11–50 employees

Short description

Bringwell AB (publ), operating as Midsona, is a Swedish public company that develops and markets a portfolio of Nordic health and wellness consumer brands — spanning organic food, supplements, and natural beauty — distributed through retail channels to health-conscious consumers.

Ownership category

akta.pro rank

Product category

Health & Wellness Consumer Goods

NAICS

Soft Drink Manufacturing (312111)

SIC

Food And Kindred Products (2000), Beverages (2080)

akta.pro primary industry

Alternative Protein Snacks, Bars & RTD Nutrition Manufacturing (AFAKAGAK)

akta.pro secondary industries

Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG), Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL), Functional Shot Production (Wellness/Immunity/Focus Shots) (AFAFAFAI)

Keywords

• Health wellness brands
• Organic food products
• Plant-based foods
• Nordic consumer goods
• Health supplements

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel

Distribution channels1 record

Marketing channels1 record

Core offering

Bringwell AB (publ) develops and markets strong brands within health and wellness, with products that help people live a healthier and more sustainable life with increased transparency about raw material origins and ingredient content. The company operates a portfolio of consumer brands including KungMarkatta, Friggs, Swebar, Naturdiet, Eskio-3, and Urtekram Beauty, focused on natural and organic products, plant-based and vegetarian foods, and health supplements. The majority of products are plant-based or vegetarian, and many are natural and organic.

Product overview

Midsona develops and markets strong brands within health and wellness with products that help people live a healthier and more sustainable life. The company offers a portfolio of consumer brands including KungMarkatta, Friggs, Swebar, Naturdiet, Eskio-3, and Urtekram Beauty, focused on natural and organic products, plant-based and vegetarian foods, and health supplements. The majority of products are plant-based or vegetarian, many are natural and organic. Note: Source data pertains to Midsona; target company is Bringwell AB (publ).

Differentiator

Problem solved

Functional benefit

Brands

• KungMarkatta: Organic and natural food brand
• Friggs
• Swebar
• Naturdiet
• Eskio-3
• Urtekram Beauty

Products and services

• KungMarkatta An organic and natural food brand offering food products for health-conscious consumers seeking healthier and more sustainable options.
• Friggs A health and wellness food brand offering food products for consumers seeking healthier dietary options.
• Swebar A health food brand offering products aimed at consumers seeking healthier dietary options.
• Naturdiet A diet and nutrition brand offering food products targeted at consumers following specific dietary regimens.
• Eskio-3 A health supplement brand offering dietary supplements for consumer health.
• Urtekram Beauty A natural beauty and personal care brand offering personal care products made with natural and organic ingredients.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves3 records

Expansion highlights3 records

Direct peers

• Oatly Group AB: Swedish-origin plant-based food and beverage brand; comparable as a Nordic health/wellness brand riding plant-based consumer trends with strong sustainability narrative.
• BioGaia AB: Swedish probiotics and health supplement company; comparable as a Nordic-listed health/wellness CPG targeting similar health-conscious consumers with functional, clinically-positioned products.
• SunOpta Inc. Plant-based and fruit-based foods manufacturer; comparable as a health/wellness CPG with organic, plant-based, and fruit-based categories serving similar health-conscious consumers.
• Simply Good Foods Company: US health-focused CPG (Atkins, Quest Nutrition); comparable as a branded health and wellness portfolio operator with functional foods, nutrition bars, and supplements.

Broad incumbents

• Orkla ASA: Nordic-headquartered CPG conglomerate with broad food, snacks, and health-adjacent brand portfolio; comparable as the dominant incumbent in the same geography with overlapping wellness, plant-based, and grocery categories.
• Herbalife Nutrition Ltd. Global nutrition and wellness CPG with supplements and functional products; comparable as a health/wellness brand operator in supplements, functional nutrition, and personal wellness.
• Hain Celestial Group: US-listed global organic and natural products CPG; comparable as a multi-brand house focused on natural, organic, and health/wellness positioning across food and personal care.
• AAK AB: Swedish specialty oils and fats company serving food and personal care manufacturers; comparable as a Nordic ingredients and health-adjacent supplier into the same wellness CPG value chain.

Regional players

• Cloetta AB: Swedish-listed confectionery and snacks company; comparable as a Nordic CPG with branded consumer products in grocery channels, adjacent to Midsona's Swebar and Friggs categories.

Others

• Axfood AB: Swedish grocery retailer; not a direct peer but a primary distribution channel and key customer relationship for Midsona's retail-distributed health/wellness brands in the Nordic market.

Market position

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/bringwell-ab

Revenue estimate

Valuation estimate

Number of profiles

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 Bringwell AB (publ)