The beverage and food company Umida is entering the autumn with a more focused portfolio following the divestment of the majority of the company’s alcohol brands to Spring Wine & Spirits for up to SEK 18 million. This is stated in a CEO letter.The company is now focusing on functional foods and highlights Joluca as its leading growth brand. Joluca Electrolytes was launched during the second quarter and sold out to the distributor for approximately SEK 200,000. Umida also states that Joluca has received its greatest exposure to date through OKQ8’s summer campaign."This is Joluca’s greatest exposure to date since its launch in 2024. The campaign is owned and financed by OKQ8 and gives Joluca a reach that Umida would not have been able to create through equivalent investments of its own," writes CEO Filip Lundquist.During the autumn, the key priorities are to finalize the new brand together with IJustWantToBeCool, convert the exposure from the OKQ8 campaign into sales and strengthen Joluca’s position ahead of upcoming assortment decisions."In parallel, we are continuing to adapt the organization and cost base, as well as evaluating new initiatives that fit Umida’s long-term strategy. The second half of the year will continue to be characterized by the transformation. We are also actively working to sell through existing alcohol inventories, reduce capital tied up and increase liquidity," Lundquist states.