The beauty and health beverage Bonne will change its existing brand starting from July 2023 to use the brand name FRÖYJA instead.

The brand change aims to create a clearer Swedish/Nordic identity, with a meaning deeply rooted in our philosophy and visions.

Fröyja is an ancient Nordic term that means "Beautiful." The word Fröyja is also strongly associated with Freyja, one of the most important goddesses in Nordic mythology. She represented, among other things, love, beauty, and fertility.

The transition to FRÖYJA will take place formally in July 2023, and materials will gradually be replaced during the autumn.