Probi AB to take over distribution of its own brand in Sweden

2022-12-06 11:00:00


Probi AB to take over distribution of its own brand in Sweden

The Probi® brand is the market leader in probiotic food supplements in Sweden. From April 1, 2023, Probi AB will take over the distribution of the brand in Sweden, which is sold in pharmacies and health stores. With our own marketing organization, the aim is to expand sales and develop the Probi® brand.

Since 2009, Probi has had a distribution agreement with an external distributor for the sale of Probi® in Sweden. In connection with the expiration of the agreement, Probi has chosen to end the collaboration and build up its own marketing organization with the objective of developing the brand and increasing sales on the Swedish market.

"Probi's global strategy as a B2B supplier in probiotics is unchanged. Sweden is however unique for Probi, as we have products on the market under our own brand name. Our strong position in Sweden makes it natural for us to take control of the entire value chain. We see great potential to strengthen our own brand and increase sales in both existing and new channels. We have had a good collaboration with our distributor, but through our own marketing organization the brand will get significantly more focus and attention," says Tom Rönnlund, CEO, Probi AB.

Initially, the takeover means increased net sales of around SEK 10 million on an annual basis and a neutral earnings effect, considering costs for building up an internal marketing organization.

The Probi® brand is marketed in Sweden with the products Probi® Original, Probi® Frisk, Probi® Family, Probi® Active, Probi® Female, and Probi® Baby.

For further information, please contact:

Tom Rönnlund, CEO, Probi AB

Phone: +46 46 286 89 40, E-mail:


Probi® is a global company focused exclusively on researching, manufacturing, and delivering probiotics for
supplements and functional food. We are experts at managing stable, live bacteria from R&D through every
stage of the manufacturing process and are dedicated to making the health-enhancing benefits of probiotics
available to people everywhere. Our health concepts, formulations, and formats are supported by robust clinical
documentation. Since our founding in 1991 at Sweden's Lund University, Probi has expanded its operations to
more than 40 markets. We hold more than 400 patents globally. Read more at