Midsona Ab has acquired the entire share capital of the Vitality and Group, which comprises Bertil's Health Oy and Makrobios Oy, enhancing its position in the Nordic wellness market.

Information on the Target

The Vitality and Group, comprising Bertil's Health Oy and Makrobios Oy, has been acquired by the Swedish publicly traded company Midsona Ab. The acquisition agreement was signed on August 20, 2021, with an anticipated closing date of October 1, 2021. The sellers in this transaction include Kim Pomoell, the CEO of the Vitality and Group, Juuri Rahasto I Ky, and other key personnel, all of whom will remain in their respective positions.

Under the leadership of Kim Pomoell and Juuri Partners, the Vitality and Group has seen substantial growth in recent years, with revenues increasing from €8.5 million to over €13.9 million while profitability has significantly improved. This growth strategy has focused on the development of proprietary brands, modernization of sales and logistics, and clarification of distribution strategies.

Industry Overview in Finland

Finland's health product market is rapidly expanding, reflecting a broader trend towards organic and wellness products. The demand for health-conscious products has increased as consumers become more aware of the impo