BWB Partners divests System Frugt to Swedish listed company Midsona

7. October 2020

On 7 October 2020, BWB Partners and the minority shareholders of System Frugt A/S (“System Frugt”) divested System Frugt to Midsona AB (“Midsona”). System Frugt was founded in 1991 and has since 2002 sold nuts, dried fruit and berries as well as kernels to retailers in the Nordic countries. System Frugt is today a leading supplier of both brand and private label solutions with own production in Aarhus, where 111 of the company’s 128 employees are located. In 2019 System Frugt generated revenue of DKK 385 million.

Since BWB Partners’ acquisition of System Frugt, the company has developed the premium brand, Earth Control, which today has strong positions in Denmark, Finland, Norway and Sweden with significant potential for growth.

The sellers have been advised by SCF Advisers, DLA Piper and Grant Thornton.

For more information:

BWB Partners: Jacob Ø. Bergenholtz, Managing Partner, tel.: +45 24 64 32 34, e-mail:

About Midsona (

Midsona develops and markets products that make it easier for people to live a healthy life. The company is a leader in the Nordic countries within organic products, consumer health and health food with the vision of becoming one of the leaders in Europe. In Denmark, the company’s products are marketed e.g. under the brand, Urtekram.

About BWB Partners (

BWB Partners is an owner-led Danish investment firm investing in small and medium-sized companies with a turnover of DKK 150-750 million and strong growth potential. BWB Partners manages the funds BWB Partners I and II, which have a total capital commitment of DKK 2.3 billion and invest on behalf of Danish and international investors.