We co-create and launch FMCG products with partners and public profiles, from concept and production to sales, distribution and marketing.
We are the local partner for international FMCG brands entering the Nordics, covering import, sales and marketing.
Joluca is a joint venture between the comedy group JLC and Umida Group, and today our largest brand. The functional energy drinks are centrally listed with all major Swedish grocery chains and sold in convenience stores such as Pressbyrån, 7-Eleven, Circle K and OKQ8.
In its first 18 months, Joluca reached 53 MSEK in sales, and in 2025 it was the seventh largest energy drink brand in Sweden across grocery and convenience. In spring 2026, Medieakademin ranked Joluca the sixth most powerful brand in Swedish grocery retail and the fourth most powerful company on Instagram.
Joluca is now growing beyond energy drinks. Joluca Elektrolytes launched in summer 2026 exclusively with Apoteket and is from 1 October centrally placed in at least 140 Apoteket stores, with further distribution through MEDS, Apotea and Apotek Hjärtat. It shows how we take a brand into new categories and sales channels together with our partners.
73% of our net sales in 2025 came from grocery retail and wholesale. Our brands are centrally listed with ICA, Coop and Axfood and sold in convenience stores such as Pressbyrån, 7-Eleven, Circle K and OKQ8.
Through Blomberg and Monte Flor we also reach professional kitchens and foodservice customers.
We provide a powerful route-to-market through our established relationships with key retailers, and on-trade partners, ensuring your products get placed and sold.
We act as an extension of your team, creating and executing tailored marketing campaigns that build brand awareness, engage consumers, and drive long-term loyalty.
We look for brands and profiles with a distinct product or a strong audience in food, beverages or supplements.
Tell us about your brand or idea through the form below.
We assess product, category and commercial potential together with you.
We plan production, listings, distribution and marketing and take the product to market.
We track sales and adjust the plan together as the brand grows.
Interested in bringing your brand to the Nordic market? We are always looking for exceptional brands to partner with. Please provide some information about your company and brand below, and a member of our partnership team will get in touch with you to discuss the opportunity.
Your contact: Fatih Kurtulus, Head of Operations – fatih.kurtulus@umidagroup.com
