Our own brands, developed and sold in Sweden, the Nordics and selected European markets.
The portfolio spans functional beverages, organic mixers and wellness products.
Umida’s largest brand. Joluca is co-owned with the comedy trio JLC and makes functional energy drinks with a strong focus on flavour and responsible levels of vitamins, minerals and caffeine.
Joluca is centrally listed with all major Swedish grocery chains – ICA, Coop and Axfood – and sold in convenience stores including Pressbyrån, 7-Eleven, Circle K and OKQ8. In its first 18 months it reached 53 MSEK in sales, and in 2025 it was the seventh largest energy drink brand in Sweden across grocery and convenience.
Beyond energy drinks. Joluca is growing into a broader functional beverage brand. Joluca Elektrolytes, launched in summer 2026 exclusively with Apoteket, is from 1 October centrally placed in at least 140 Apoteket stores and is also sold through MEDS, Apotea and Apotek Hjärtat. Joluca has also launched energy drinks with 10 grams of protein, a new product type on the Swedish market, listed at Coop since 2026.
In spring 2026, Medieakademin ranked Joluca the sixth most powerful brand in Swedish grocery retail and the fourth most powerful company on Instagram. Latest launches: Melon Lime and Pomegranate & Blood Orange, now in the permanent range at Coop and Axfood, with two more Coop listings secured for the first range window of 2027.
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.
Coming 2027. A new snack brand created with IJustWantToBeCool, one of Sweden’s strongest digital audiences. Snackmates is run through a jointly owned company, the same model as Joluca with JLC: Umida handles product development, distribution and the commercial setup, and IJustWantToBeCool brings the audience. Launch in Swedish grocery retail in early 2027.
Cooking wine, oil and vinegar for professional kitchens and foodservice customers.
Cooking wine, oil and vinegar for professional kitchens and foodservice customers.
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.
