Urtekram is a Danish organic food and personal-care brand established in 1972 in Copenhagen, Denmark. The company originated as a small basement grocery shop specialising in bulk, organic, vegetarian, and plant-based products. Over subsequent decades, Urtekram grew into one of the most recognised Nordic organic brands, with its products distributed across the Nordic countries, Europe, and other international markets. Currently, Urtekram is owned by the Swedish health-and-wellness group Midsona AB. 1

Quick Facts

Foundation in 1972

Urtekram was established in 1972 on Larsbjørnsstræde in Copenhagen. Unlike conventional supermarket brands that emerged later, it began as a small shop resembling an urban version of a traditional country store.

The initial product assortment reflected the alternative-food movement of the 1970s, featuring items such as tofu, soy sauce, seaweed, gomasio, rice cakes, tahini, herbal teas, and muesli, alongside other organic and vegetarian goods. While some products were imported, others were manufactured directly within the shop. 2

This early focus remains central to understanding Urtekram’s identity. At the time, organic food was still a niche concept in Denmark, yet the company positioned itself around environmental awareness, vegetarianism, natural ingredients, and responsible production long before these values became mainstream.

Early Organic Pioneer

Urtekram describes itself as an organic pioneer, noting that it sold organic products prior to the introduction of Denmark’s well-known Ø-label for organic certification. The company’s stated objective was not merely to sell organic goods but to facilitate greater accessibility of organic consumption for ordinary consumers. 3

Additionally, the company cultivated relationships with agricultural producers. According to Urtekram, representatives travelled to countries such as Turkey in the 1980s to encourage farmers to transition to organic farming methods, offering to purchase their crops contingent upon adopting these practices.

Expansion of Product Range

Over time, Urtekram expanded beyond its original bulk-food concept. Its portfolio now includes a broad selection of organic groceries as well as natural and organic personal-care products.

The current food business encompasses products such as:

• Cereals and muesli
• Rice and pasta
• Nuts and seeds
• Dried fruit
• Oils
• Spices and herbs
• Tahini and nut butters
• Gluten-free products
• Vegetarian and plant-based foods
• Other pantry staples

Urtekram also developed a significant beauty and personal-care division, producing shampoos, conditioners, body washes, soaps, creams, and other hair- and skin-care items.

Urtekram’s primary production facility is located in Mariager in Jutland, Denmark. The company states that a significant portion of its assortment is produced at this site, including foods such as tahini, nut butters, muesli, and rice cakes.

Consequently, the Mariager facility plays a crucial role in maintaining the brand’s Danish identity, even though its supply chain and product distribution extend internationally.

A major corporate milestone occurred in 2015, when the Swedish health-and-wellness company Midsona AB acquired the Danish entity Urtekram International A/S. Midsona indicated that this acquisition established its presence in Denmark and added Urtekram as one of its key organic-food brands.

Today, Urtekram remains part of Midsona’s brand portfolio, alongside other brands such as Kung Markatta, Helios, Davert, Friggs, Earth Control, Celnat, Vegetalia, and Happy Bio.

Midsona currently classifies Urtekram as one of its strong brands, placing it within its Nordics division, which covers Denmark, Sweden, Norway, and Finland.

A distinct segment of the brand is Urtekram Nordic Beauty, which focuses specifically on personal-care products.

The beauty range adheres to the same general philosophy as the food division: utilizing organic ingredients, maintaining a natural positioning, ensuring responsible sourcing, and minimising environmental impact.

Products in this category include:

• Shampoo
• Conditioner
• Hair treatments
• Body wash
• Hand wash
• Soap
• Face care
• Body care
• Deodorants
• Other personal-care items

Urtekram notes that its certified personal-care products carry Ecocert COSMOS certification, along with other certifications depending on the specific item.

Sustainability has been integral to Urtekram’s identity since its founding, rather than being a recent addition to its marketing strategy.

The company’s philosophy centres on enabling consumers to choose products that are:

• Organic
• Plant-based or vegetarian where appropriate
• Responsibly produced
• Free from unnecessary additives
• Environmentally conscious
• Transparent regarding ingredients and certification

Urtekram explicitly defines its mission as making it easier for consumers to select organic products in daily life while developing sustainable, tasty, and high-quality offerings.

Furthermore, the company emphasises that sustainability extends beyond the final product, encompassing raw materials, agricultural practices, packaging, production processes, and broader environmental impacts.

Certification is a critical component of Urtekram’s positioning, particularly because it operates in categories where consumers frequently seek third-party verification.

Depending on the product and market, Urtekram lists various certifications and standards, including:

• EU Organic
• Danish Ø-label
• Ecocert COSMOS
• Vegan certification
• AllergyCertified
• Fairtrade
• KRAV
• RSPO
• Gluten-free certification
• Other national organic certifications such as Debio and EKO

It should be noted that not every Urtekram product carries every certification; available certifications vary according to the product type, ingredients, and target market.

Urtekram’s brand identity can be summarised through four core ideas:

Organic:
Organic agriculture has remained central to the company since its establishment in 1972.

Natural Living:
The brand connects organic food with personal care, promoting a broader natural lifestyle.

Sustainability:
Urtekram presents environmental responsibility as a fundamental aspect of its business operations rather than a transient marketing trend.

Accessibility:
A key element of its mission is making organic and sustainable choices more accessible to everyday consumers.

An interesting feature of Urtekram is its operation across two closely related consumer categories.

Urtekram Food

The food division focuses on organic grocery products, including pantry staples, cereals, spices, nuts, seeds, dried fruit, oils, pasta, rice, and specialty dietary items.

Urtekram Beauty

The beauty division concentrates on organic and natural personal care, particularly hair care and skin/body care.

This dual focus positions Urtekram as a holistic organic lifestyle brand, spanning both what consumers eat and what they apply to their bodies, distinguishing it from conventional organic-food companies.

Although Urtekram is distinctly Danish in origin, it no longer functions primarily as a domestic-only brand.

The company reports that its products are available throughout the Nordic region and Europe, as well as in other parts of the world. Key markets include Denmark, Sweden, Finland, and Germany, with Midsona identifying the broader Nordic market as a significant region for the brand.

Earlier reporting by Midsona described Urtekram products as being exported to approximately 30 countries, illustrating the brand’s extensive international development.

Urtekram occupies a position at the intersection of several consumer trends:

• Organic food
• Natural personal care
• Plant-based lifestyles
• Sustainable consumption
• Vegetarian and vegan products
• Clean-label products
• Environmentally responsible packaging and sourcing

Its strongest differentiator is its long history. While many modern “natural” and “sustainable” brands emerged after these categories became mainstream, Urtekram’s organic identity dates back to 1972. This provides the brand with a credible “organic pioneer” narrative, rather than positioning it as a newcomer to the sustainability movement.

The 2022 anniversary marked 50 years of Urtekram’s organic history.

Urtekram celebrated its 50th anniversary in 2022 under themes of organic food, passion, and pioneering spirit.

This anniversary highlighted the dramatic changes in the market since the company’s founding. In the 1970s, organic and plant-based products represented a relatively small alternative movement; by the time of the 50th anniversary, organic products had become a mainstream category in Nordic retail.

Urtekram presents itself as having contributed to the transition from organic as a niche concept to organic as a mainstream consumer choice.

As of 2026, Urtekram is part of Midsona AB, a Swedish company focused on health, wellness, natural, organic, and plant-based products.

Midsona’s current portfolio identifies Urtekram and Urtekram Nordic Beauty among its core brands. Midsona reports that its Nordic division covers Denmark, Sweden, Norway, and Finland.

Structurally, the relationship can be understood as:

Midsona AB → Urtekram → Food + Beauty

Urtekram retains its Danish heritage and production presence while leveraging Midsona’s broader Nordic and European corporate infrastructure.

Urtekram holds significance in the Scandinavian organic-food market as one of the region’s longest-running organic brands.

Its importance stems from several factors:

1. Early Adoption of Organic Principles — Founded in 1972, long before organic products became mainstream.
2. Danish Roots — Its identity remains strongly connected to Danish organic-food culture.
3. Broad Portfolio — It spans both food and personal care.
4. Certification-Driven Positioning — Organic and sustainability claims are supported by multiple third-party certifications.
5. International Reach — The brand has expanded well beyond Denmark.
6. Strong Corporate Backing — Ownership by Midsona provides access to a larger Nordic health-and-wellness group.
7. Long-Term Sustainability Positioning — Environmental responsibility has been part of its identity since founding, rather than a recent repositioning.

In summary, Urtekram is a Danish organic lifestyle brand founded in Copenhagen in 1972, known for organic food and certified natural/personal-care products, operating today as a major brand within the Swedish health-and-wellness group Midsona AB.

1. Vores historie | Urtekram – økologiske fødevarer
2. Om Urtekram | Urtekram – økologiske fødevarer
3. Urtekram official website