Brands is our portfolio of proprietary brands, which we actively develop, manage, and market. This diverse collection is built on innovation and strong consumer insight, with each brand carefully positioned to create a unique identity.
With a dedicated sales and marketing focus on Sweden, the Nordics, and select European markets, we are building a powerful platform for sustainable growth and long-term value.
The portfolio spans key growth categories, from premium spirits and organic mixers to functional beverages and wellness products. While each brand has its own unique identity, they are all united by a commitment to quality, character, and a strong connection with their audience. Our mission is to develop these brands into market leaders within their respective niches, driving sustainable growth across our key European markets.
Ekobryggeriet was launched in the spring of 2017 and today is a market-leading organic premium tonic brand. Ekobryggeriet was founded by three Swedish entrepreneurs and has grown to have wide presence on the Swedish retail scene with central listings in ICA, COOP, Willys, Hemköp and City Gross, as well as being represented within on trade and the airline SAS in ten international markets.
Joluca is a company co-owned by the YouTube sensation and comedy trio, JLC. Joluca satisfies a gap in the market for functional drinks with high quality, a strong focus on well-balanced flavour and responsible levels of vitamins, minerals and caffeine. The products are available in over 1,000 retail and convenience stores nation-wide in Sweden including ICA, COOP, Axfood, Pressbyrån, 7-Eleven and others.
Founded in 2018 by a team including entrepreneur Ash Pournouri, Shewy is a Sweden-based brand redefining the chewing gum category with a functional twist. Each gum is packed with active ingredients designed to boost energy, focus, immunity and overall wellbeing.
With a subscription-based model and a mission to tackle global vitamin deficiencies, Shewy offers a convenient, science-backed alternative to traditional gum — helping people live healthier, happier lives, one chew at a time.
Founded in Sweden, Rest Drinks is a functional beverage created to help people unwind, recover and find balance in today’s fast-paced world. Combining science and nature, Rest was the first relaxation drink in Europe to feature Ashwagandha, one of the most researched adaptogens known for its stress-reducing and restorative properties.
More than just a drink, Rest represents a new category in functional beverages: one focused on relaxation rather than stimulation, made for modern consumers who value wellbeing as much as performance.
Our smallest energy drink venture. A part of The Healthy Brands Company acquisition.
Zouma is a functional beverage designed for a modern lifestyle where stress and worry are common. Originally launched as a student company (UF), the brand gained momentum after its successful appearance on Dragons’ Den and has since built a large social media following, with millions of views on TikTok and Instagram.
