Orkla sells the Asan and Sana brands

Orkla has entered into an agreement to sell the Asan and Sana brands to Weifa ASA for a total consideration of NOK 115 million.


The brands Asan (in Norway) and Sana (in Sweden) consist of a product portfolio of shower gel and intimate wash, and is owned by the Swedish branded consumer goods company Cederroth. Orkla acquired Cederroth earlier this year, and the transaction was approved by the competition authorities subject to divestment of the Asan and Allévo brands, resulting in today’s sale agreement.

The transaction is done as a sale of shares in Cederroth AS, which comprises the Asan and Sana brands and associated intellectual property rights and inventory. The portfolio generated net sales of NOK 52.7 million in 2014 (Norway and Sweden combined).

Orkla is a leading supplier of branded consumer goods and concept solutions to the grocery, out-of-home and bakery markets in the Nordics, the Baltics and selected markets in Central Europe and India. Orkla is listed on the Oslo Stock Exchange and has its head office in Oslo. In 2014, the Group had a turnover of around NOK 30 billion and approximately 13,000 employees at year-end.

The Orkla Care business area comprises five branded consumer goods businesses which primarily serve the Nordic region as their home market: Orkla Home & Personal Care (personal care products and detergents), Lilleborg Profesjonell (full-range supplier of hygiene and cleaning solutions for the professional market), Orkla Health (dietary supplements and health products), Pierre Robert Group (basic textiles) and Orkla House Care (painting tools and cleaning products).