Midsona Norge AS

What Midsona Norge AS does

Midsona Norge AS is the Norwegian operating subsidiary of Midsona AB, a publicly listed Swedish health and wellness group, headquartered at Lilleakerveien 8 in Oslo. The company operates as a multi-brand distribution and brand-stewardship platform managing more than 25 consumer brands in Norway, spanning dietary supplements (Udo's Choice, Sambucol, NBG 24:7, Nature's Sunshine, Efamol, Natto K2, Frukt & Fiber), personal care (Kolokrem, Sano Bomull, Miwana, Catzy, Mentholatum, Mygga), baby care (Philips Avent), beauty (Urtekram, Yogi Tea), and natural health foods (Helios, Friggs, Biopharma, A-Vogel, ESKIO-3, Supernature, Gainomax, Mivitotal, Moon Valley). Several brands carry long heritage — Kolokrem since 1948, Catzy since 1985, Miwana since 1987, Nature's Sunshine since 1972 — and the company emphasizes research-backed formulations, notably Sambucol (20+ years of elderberry research) and NBG 24:7 (30+ years of Norwegian research).

The business model is brand licensing, marketing, and wholesale distribution into Norwegian pharmacy, health food, and general grocery retail channels, with end-customers being Norwegian health-conscious consumers. Sambucol is distributed through Boots Apotek, Apotek 1, Vitusapotek, Sunkost, Life, and Kinsarvik, and the broader portfolio is sold across physical retail storefronts in Norway with consumer contact handled by email ([email protected], [email protected]) and phone (24 11 01 00). The marketing infrastructure has shifted toward digital and social media channels, integrating Google Analytics, Adform, Facebook, Google DV360, and YouTube, supported by a network of brand-level Norwegian websites (helios.no, friggs.no, supernature.no, avogel.no, eskio-3.no, biopharmanorge.no, gainomax.no, mivitotal.no, mygga.no, moonvalley.me).

The Norwegian entity employs 33 staff across market, sales, finance, and quality functions, and is one of several Midsona AB subsidiaries — alongside Midsona Sverige AB, Midsona Danmark A/S, Midsona Finland Oy, and the Vitalas entities — operating as the regional Norwegian vehicle within the publicly listed Nordic group. No pricing, standalone revenue, funding, M&A, leadership, or patent data is disclosed in the available input.

Name

Midsona Norge AS

Legal name

Midsona Norge AS

Website

https://midsona.no

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Midsona Norge AS is the Norwegian subsidiary of Swedish-listed Midsona AB, distributing and marketing more than 25 health, wellness, dietary supplement, personal care, and baby-care brands across Norwegian pharmacy, health food, and grocery retail channels.

Ownership category

akta.pro rank

Product category

Health and Wellness Consumer Products

NAICS

Drugs and Druggists' Sundries Merchant Wholesalers (42421), Drugs and Druggists' Sundries Merchant Wholesalers (4242)

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Pharmacy Front-End & Sundries Distribution (Health & Wellness, Personal Care, Convenience) (CRAOAHAG)

akta.pro secondary industries

OTC Medicines & Consumer Health Products Distribution (CRAOAHAB), Preservatives & Antimicrobials (Sorbates, Benzoates, Natamycin, Cultured Dextrose) (CRADAOAF)

Keywords

• Dietary supplements
• Health wellness products
• Personal care items
• Natural remedies
• Vitamin supplements

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Marketing or Sales, Supply Chain, Operations

Distribution channels4 records

Marketing channels3 records

Core offering

Midsona Norge AS markets and distributes a multi-brand portfolio of health, wellness, dietary supplement, personal care, and beauty products across Norway. The company manages brands such as Sambucol, NBG 24:7, Udo's Choice, Nature's Sunshine, Efamol, Natto K2, Frukt & Fiber, Miwana, Kolokrem, Catzy, Sano, Helios, Friggs, Biopharma, Supernature, A-Vogel, ESKIO-3, Earth Control, Gainomax, Mentholatum, Mivitotal, Moon Valley, Mygga, Philips Avent, Urtekram, and Yogi Tea, sold through pharmacies, health food stores, and general grocery retail.

Product overview

Midsona Norge AS is a health and wellness company that operates as a subsidiary of Midsona AB, distributing a broad portfolio of strong consumer brands across Norway. The offering is a multi-brand platform encompassing dietary supplements (Udo's Choice, Nature's Sunshine, NBG 24:7, Sambucol, Efamol, Natto K2, Frukt & Fiber), personal care (Kolokrem, Sano Bomull, Miwana, Catzy, Mentholatum, Mygga), health products (Helios, Friggs, Biopharma, A-Vogel, ESKIO-3, Supernature, Earth Control, Gainomax, Mivitotal, Moon Valley), baby care (Philips Avent), and beauty (Urtekram, Yogi Tea). These brands are developed and marketed as independent lines united under Midsona's commercial umbrella, with a focus on innovation in flavors, ingredients, and categories, and marketing increasingly shifted to digital and social media channels.

Differentiator

Problem solved

Functional benefit

Brands

• Catzy: Styling products that provide good hold and flexibility lasting throughout the day. Launched in Norwegian grocery stores in 1985.
• Earth Control
• Efamol
• Eskio-3
• Friggs
• Frukt & Fiber
• Gainomax
• Helios
• Kolokrem
• Mentholatum
• Mivitotal
• Miwana
• Moon Valley
• Mygga
• Natto K2
• Nature's Sunshine
• NBG 24:7
• Philips Avent
• Sambucol
• Sano
• Super Nature
• Udo's Choice
• Urtekram Beauty
• Yogi Tea

Products and services

• Sambucol Flavorful dietary supplement with black elderberry containing naturally occurring flavonoids, vitamin C, and zinc to support the immune system; based on over 20 years of research and positioned as the most extensively researched black elderberry product in the world. Distributed through pharmacies including Boots Apotek, Apotek 1, Vitusapotek, Sunkost, Life, and Kinsarvik.
• NBG 24:7 Well-documented dietary supplement capsules for a well-functioning immune system, the result of over 30 years of Norwegian research.
• Udo's Choice International bestseller of omega fatty acid products, produced and stored in an environment protected from light, air, and heat to preserve the quality of raw materials (seeds and sprouts); flagship omega oil supplement and related health products.
• Nature's Sunshine Premium vitamins and dietary supplements designed to help achieve health goals; has been the industry standard for encapsulated herbal supplements for more than 45 years since the product was introduced in 1972.
• Natto K2 Dietary supplement containing vitamin K2, evening primrose oil, isoflavones, and natto extract; vitamin K is known for maintaining normal bone structure and blood clotting.
• Efamol Dietary supplement containing evening primrose oil with a high content of polyunsaturated Omega-6 fatty acids and vitamin E as antioxidant; produced by Efamol Ltd, a leader in essential fatty acid research for over 35 years.
• Frukt & Fiber (Ortis) Dietary supplement with extract from rhubarb, tamarind, and fig that helps promote normal intestinal function; natural-origin supplement.
• Miwana Products containing natural saline solution developed in close collaboration with doctors and medical expertise since 1987; products with natural ingredients for gentle treatment of eyes and nose.
• Kolokrem Permanent color for eyelashes and eyebrows providing long-lasting and natural results; a classic product that has been a favorite on the Norwegian market since 1948.
• Sano Bomull Series of high-quality cotton products for personal care.
• Catzy Styling products providing good hold and flexibility that lasts; launched in Norwegian grocery retail in 1985 as the first styling series in the grocery market; products include spray, mousse, and clay for men.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BioGaia AB: Swedish-listed probiotics and pediatric health brand company that distributes its own clinically-researched supplement portfolio through pharmacies and health retailers in the Nordics and globally. Comparable to Midsona Norge in evidence-led supplement positioning and pharmacy-channel distribution.
• Pharma Nord ApS: Danish-headquartered Nordic supplement manufacturer and distributor selling research-backed vitamins, minerals, and omega products through pharmacies and health food stores across Scandinavia. Directly comparable in product category and channel strategy to Midsona Norge.
• Midsona Sverige AB: Swedish sister subsidiary of Midsona AB, distributing the same multi-brand health and wellness portfolio across Sweden. Operates with the same business model, brand portfolio, and parent-group mandate as Midsona Norge, making it the most directly comparable peer.
• New Nordic Healthbrands AB: Swedish-listed Nordic supplement company marketing herbal and vitamin-based health brands through pharmacies, health food stores, and grocery across the Nordics. Closely comparable in category (supplements), channel mix, and evidence-based positioning to Midsona Norge's supplement portfolio.
• Bringwell AB: Swedish Nordic health and wellness brand distributor marketing supplements and natural health products through pharmacy and health food channels. Historically a direct distribution peer to Midsona in the Swedish and Nordic health-brand marketplace.
• Midsona Danmark A/S: Danish sister subsidiary of Midsona AB distributing a comparable health and wellness multi-brand portfolio across Denmark. Same group structure, same category mix, and same brand-portfolio strategy as Midsona Norge, differing only by geography.

Broad incumbents

• Karo Healthcare (formerly Cederroth): Nordic-headquartered OTC and consumer health company owning brands such as Canoderm, Eezyfreez, and Salvequick, distributed across Nordic pharmacies and grocery. Comparable to Midsona Norge in pharmacy-channel OTC and personal care categories but operates at a much larger portfolio scale.
• Orkla Health AS: Norwegian-headquartered broad consumer CPG conglomerate whose Orkla Health arm markets health, supplement, and personal care brands across the Nordics. Overlaps with Midsona Norge in dietary supplements and personal care but operates as a much larger, multi-category platform.

Regional players

• A.Vogel AB (Bioforce AG subsidiary): Swiss-founded herbal medicine and natural health brand currently distributed in Norway by Midsona Norge. Comparable as a herbal-supplement portfolio distributed through Norwegian pharmacy and health food channels, though ownership is non-Nordic.

Others

• AAK AB (AarhusKarlshamn): Swedish-Danish specialty oils and fats supplier whose plant-based oils and palm alternatives feed into Nordic health, supplement, and personal care brands. Adjacent to Midsona Norge as an ingredient/inputs supplier into the same health and wellness value chain rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/midsona-norge-as

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 Midsona Norge AS