Midsona Danmark A/s

What Midsona Danmark A/s does

Midsona Danmark A/S is a Danish operating subsidiary of the Swedish listed group Midsona AB (Nasdaq Stockholm: MSON-BON), established in 2015 when Midsona acquired Urtekram International A/S. The entity's principal business is the marketing, distribution and supply of a multi-brand portfolio of organic, plant-based and natural food, supplement and personal-care products in the Danish market, alongside private-label manufacturing for European retail chains.

The portfolio spans eleven consumer brands covering organic foods (Urtekram, Earth Control, Mivitotal, Friggs), dietary supplements (Garcin with patented Allisure allicin technology, Garpro probiotic formula, Ortis Frugt & Fibre, Avosol, ESKIO-3 omega-3), nasal-care products (Miwana), organic beauty (Urtekram Beauty) and foodservice (Midsona Foodservice). The group's technology backbone consists of proprietary formulation methods - notably the patented Allisure allicin stabilization process for the Garcin line and the Garpro blend combining five lactic-acid-bacteria strains with inulin and oligofructose - distributed through Danish retail (grocery, health-food and pharmacy channels), brand-specific e-commerce sites and private-label agreements with Nordic and Western European retailers. Approximately 63% of Midsona Group sales come from owned consumer brands and the remaining ~37% from private-label supply.

The subsidiary is the anchor entity of the Midsona Group's Nordics division, which accounts for 64% of consolidated Group sales; the Group is publicly listed and reports in SEK (Q2 2026 net sales of 870 MSEK, operating margin 2.3% excluding items affecting comparability, EBIT margin 3.7% for FY2025). Distribution relies on retail-shelf placement, private-label supply contracts and digital marketing (Instagram, LinkedIn, Google Analytics and DV360 retargeting); the entity carries no reported AI/ML capability beyond standard third-party marketing and analytics tooling.

Name

Midsona Danmark A/s

Legal name

Midsona Danmark A/S

Website

https://midsona.dk

Company type

Private

Founded year

2015

Operating status

Operating

Short description

Midsona Danmark A/S is the Danish operating subsidiary of Swedish-listed Midsona AB, marketing and distributing a portfolio of organic, plant-based and natural food, supplement, nasal-care, beauty and foodservice brands (Urtekram, Earth Control, Friggs, Garcin, Garpro, Ortis, Miwana and others) through Danish retail and private-label channels.

Ownership category

akta.pro rank

Product category

Organic and Natural Health Foods

NAICS

Specialty Food Retailers (4452), Other Specialty Food Retailers (44529)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Specialty & Functional Packaged Foods (Gluten-Free, Keto, Organic, Medical/Allergen-Friendly) (CRADAAAI)

akta.pro secondary industry

Plant-Based & Alternative Proteins (Packaged) (CRADAAAH)

Keywords

• Organic food products
• Plant-based nutrition
• Dietary supplements
• Natural health products
• Private label manufacturing

Headquarters

HQ city

Mariager

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Consumer Brand Product Sales: Sale of proprietary food and health brands including Urtekram, Kung Markatta, Helios, Davert, Celnat, Friggs, Earth Control and other health-focused consumer brands. Products are plant-based, organic, vegetarian, and natural.
2. Private Label Manufacturing: Production and supply of products under retail chains' own brands (private label). Complements own brands and creates growth opportunities in affordable and sustainable product categories.
3. Dietary Supplements: Sale of health supplements including Garcin, Garpro, Avosol, Miwana, Ortis Frugt & Fibre for digestive health, nasal care, joint health and general wellness.

Distribution channels3 records

Marketing channels5 records

Core offering

Midsona Danmark A/S manufactures, markets and sells a portfolio of consumer brands in organic, plant-based and natural food, dietary supplements, and organic personal care (Urtekram, Earth Control, Friggs, ESKIO-3, Urtekram Beauty, Miwana, Avosol, Garcin, Garpro, Ortis Frugt & Fibre, Mivitotal). The company also produces private label health and food products for retail chains in the Nordic region and Europe.

Product overview

Midsona Danmark A/s operates as a health and wellness company with a portfolio of consumer brands focused on healthy, organic, and plant-based products. The company offers dietary supplements (Avosol, Garcin, Garpro, Friggs, Ortis Frugt & Fibre), nasal care products (Miwana), organic foods (Urtekram, Earth Control), beauty products (Urtekram Beauty), and foodservice solutions (Midsona Foodservice). The product portfolio spans nutritional supplements, health foods, organic beauty, and wellness categories.

Differentiator

Problem solved

Functional benefit

Brands

• Urtekram: Nordic leader within organic food, part of Midsona's strong brand portfolio.
• Earth Control
• Friggs
• ESKIO-3
• Avosol
• Miwana
• Ortis Frugt & Fibre
• Garcin
• Garpro
• Mivitotal
• Urtekram Beauty

Products and services

• Urtekram Nordic leader in organic food, offering a wide range of organic and natural food products for retail and household consumers.
• Earth Control Plant-based food brand offering vegetarian and organic products for sustainable eating, targeted at consumers seeking meat-free and environmentally friendly alternatives.
• Friggs

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered minor.

• AdformminorGTM or Marketing PartnerDigital marketing partner for programmatic advertising and retargeting. Uses cookies to show targeted advertisements on other websites and social media platforms.
• GoogleminorGTM or Marketing PartnerMarketing partner using Google Analytics for web traffic analysis and DV360 for display advertising. Provides cookies for targeted marketing and retargeting.
• Facebook (Meta)minorGTM or Marketing PartnerSocial media marketing partner for retargeting and advertising purposes through Facebook's advertising platform.
• YouTube (Google)minorGTM or Marketing PartnerVideo content and marketing partner. Cookies used for tracking and targeted advertising on YouTube platform.

Scale indicators12 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Nestlé: World's largest packaged food company with growing organic (Garden of Life, Nature's Path partnership) and plant-based exposure. Overlaps with Midsona in organic pantry, plant-based, and nutrition supplements as a broad incumbent rather than niche specialist.
• Danone: Global CPG leader with significant plant-based (Alpro) and organic/functional food lines. Larger incumbent that competes with Midsona at retail across plant-based, dairy-alternative, and supplement-adjacent categories but with a much broader portfolio.

Direct peers

• Hain Celestial Group: Global organic and natural CPG company with a portfolio of health-focused food and personal care brands. Comparable to Midsona Danmark's multi-brand organic/natural strategy across categories such as snacks, pantry staples, and personal care (e.g., Urtekram Beauty).
• Oatly Group: Nordic-origin plant-based food company with a Swedish parent and pan-European distribution. Direct peer in the plant-based food category where Midsona competes via the Earth Control brand, with a similar Nordic heritage and European retail footprint.
• Clif Bar & Company: Organic snack and nutrition bar brand (now part of Mondelēz). Comparable to Midsona Danmark's Friggs and Earth Control brands in the organic, plant-based snack and bar category, with similar retail positioning and ingredient ethos.
• Orkla: Norwegian conglomerate with a broad portfolio of branded food, health, and household products across the Nordics and Baltics. Closely comparable to Midsona in business model: multi-brand Nordic CPG platform built partly via M&A, with overlapping categories in organic foods, plant-based, and dietary supplements.
• Amy's Kitchen: US-based organic and plant-based prepared food brand sold across mainstream grocery. Comparable to Midsona's plant-based and organic positioning (e.g., Earth Control) in the premium organic ready-meals and pantry categories.
• Hero Group: Swiss family-owned international food company focused on branded, healthy, and organic/natural categories including baby food, snacks, and spreads. Comparable in long-horizon, multi-brand organic/natural strategy and European retail presence.
• Nature's Path: Family-owned North American organic cereal, snack, and plant-based food company. Comparable to Midsona's Urtekram and Earth Control brands in organic pantry, cereals, and plant-based categories, with similar multi-brand organic portfolio strategy.
• New Chapter: Herbal and probiotic supplement brand (Procter & Gamble subsidiary) with a focus on whole-food and organic-certified formulations. Comparable to Midsona's Garcin, Garpro, Avosol, and Ortis supplement brands in certified-organic, plant-based dietary supplements.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/midsona-danmark
• Instagraminstagram.com/urtekram

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Midsona Danmark A/s