Midsona establishes new organisation to accelerate strategy


Midsona's implementation of the new strategy continues, with the aim of strengthening profitability and achieving the new financial targets. As a next step, the Group is now establishing central functions for Marketing & Innovation, Purchasing and HR to increase coordination and create the right conditions for profitable growth. Within these focus areas, cutting-edge expertise is recruited internally, who in their new roles will be part of the Group Management.

In order to successfully implement the new strategy, Midsona's management and board have decided to strengthen the central coordination between the different divisions, but also the various functions.

"The changes we are now making are offensive and completely right based on the strategy. By gathering and better coordinating critical functions at Group level, we will have even more focus in the work to realise our strategy.", says Peter Åsberg, President and CEO of Midsona.

Three focus areas that strengthen the strategy
By establishing central and cross-divisional functions for the areas of Marketing & Innovation, Purchasing and HR, a stronger foundation is created for creating growth opportunities. The organisational structure will come into effect as of August 15, 2024.

Markus Wessner will be Ulrikas Palm's successor as Division Director Nordics. As previously communicated, Ulrika Palm will leave the Group in the autumn of 2024. Today, Markus has the role of Country Director for Midsona Sweden and Denmark. He has a background in sales and marketing from companies such as Cloetta, Kellogg's, BRIO and ICA.

Anna Törnebrant, former Nordic Consumer & Marketing Director, will take on the role of Chief Marketing Officer. Anna has previous experience as CEO of Sydgrönt and leading positions in sales and marketing within Mars Inc. and Barilla.

Åsa Gavelstad, former Nordic HR Manager, will take on the role of Director HR. Åsa has previously worked as HR Manager at Abdon Food and before that in several HR roles within Sony Ericsson Mobile.

At the same time, Midsona has initiated an external process to recruit a Purchasing Director, with responsibility for better coordinating purchasing across divisions with the aim of gaining financial and organisational economies of scale.

Midsona's strategic direction
At the beginning of 2024, Midsona's new strategic direction and strategy was adopted. The new strategy is based on three pillars, which are about:

  1. Strengthen the position, drive growth and develop the offering in organic food by working across the market with production, purchasing, innovation and communication.
  2. Continue to grow with the strong health brands in existing and new markets. The focus is on profitable organic growth in selected markets through the prioritised brands Friggs, Earth Control and Gainomax.
  3. Streamline the value chain and harmonise the assortment to develop an offering that meets the needs of the market. High efficiency is sought, from purchasing and brand development to production and logistics.


Peter Åsberg, President and CEO

Phone: +46 730 26 16 32

E-mail: peter.asberg@midsona.com


Midsona develops and markets strong brands within health and well-being, with products that help people live a healthier and more sustainable life, with an increased understanding of the origin of the raw material and with transparency as to the content. The Midsona share is listed on Nasdaq Stockholm. For more information www.midsona.com/en.

This is information of the type that Midsona AB (publ) is obligated to make public in accordance with the EU Market Abuse Regulation. The information was submitted for publication through the agency of the above contact person on 3 July, 2024 at 8:30 am CEST.

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Press Release - New Group Management