The Friggs brand from Midsona Sverige led sales in vitamins and dietary supplements with a retail value share of 10% in 2014. Friggs was followed by VitaePro, marketed by direct seller Vitaelab, with a retail value share of 6% in vitamins and dietary supplements. Both are well-known brands with their respective strong distributor networks and strong brand awareness among consumers. Friggs is perceived as a reliable brand and as providing good value for money, in combination with a strong exposure in the retail channel.