Midsona

"After great success for Friggs in Sweden, Finland and Norway, it is now the turn of Denmark. We are convinced that Danish consumers will appreciate Friggs just as other Nordic consumers have," says Peter Åsberg, CEO and president of Midsona.

The basically Swedish brand Friggs is today Midsona's single largest brand, with sales that have consistently grown every year over the past decade. Last year, Frigg's sales touched half a billion Swedish kronor, after having been successfully launched in both Finland and Norway.

"One of Midsona's strengths is that we are good at developing strong brands that have potential in several markets, both in the Nordic region and in the rest of Europe. Central coordination in combination with local market presence is the recipe for success," says Peter Åsberg.