Vitamin Well Group

In 2008, the beverage market in Sweden was dominated by sugary sodas and sweet juices, leaving a gap for something different. Founders Jonas Pettersson and Martin Randel saw this opportunity and set out with a clear ambition: to create a modern, healthier, and tastier alternative. Their goal was to develop a drink that struck the perfect balance between functionality and great taste, without the excessive sugar found in traditional options. This vision led to the launch of Vitamin Well, a vitamin and mineral-enriched beverage that quickly resonated with health-conscious consumers.

What began as a Swedish challenger brand has since evolved into a global success story. Over the years, the company expanded its portfolio to include other popular functional brands such as NOCCO (performance energy drinks) and Barebells (protein-enriched snacks). Today, Vitamin Well is no longer just a local startup but a market leader with a presence in over 40 markets worldwide. Despite its rapid international growth, the company remains true to its Swedish heritage, maintaining its headquarters in Stockholm and continuing to innovate with a focus on sustainability, including the use of 100% recycled plastics in its bottles.