The Swedish children’s organisation Majblomman has entered into a licensing partnership with Wernerssons Ost for the cheese Majsan, with part of the sales proceeds going towards the fight against child poverty in Sweden.
Wernerssons Ost AB – one of the largest cheese suppliers in the Nordic region – becomes Majblomman’s first licensing partner. Wernerssons Ost is granted the right to use Majblomman’s brand, logo and visual identity on a selected product – the new cheese Majsan – for an agreed period. In return, the company will contribute a donation as well as a contribution for every cheese sold.
The organisation has more than 100 years of history and is both a well-established and widely recognised institution in Sweden. Since 1907, it has raised funds by selling its iconic May flowers.
- Majblomman works in many ways to increase our income so that we can help more children. Licensing is new to us, and we are very pleased. It will be a way to both strengthen our brand and reach new target groups. It feels both exciting and promising that Wernerssons Ost is becoming our first licensee, says Åse Henell, Secretary General of Majblomman, in a press release.
A long-term partnership based on shared values
- We are very proud to be Majblomman’s first licensing partner and to be able to make a real difference for children in Sweden together. With Majsan, we want to create a product that not only tastes good, but also contributes to an important cause in people’s everyday lives. For us, this is a long-term partnership built on shared values of responsibility and social engagement, says Magnus Andersson, CEO of Wernerssons Ost.
- Majblomman’s brand stands for tradition, credibility and commitment to children’s rights. When companies like Wernerssons choose to use their influence to support our work, it strengthens both us and the opportunity to create a childhood free from poverty, says Åse Henell.
The cheese Majsan will be available in ICA stores for two months, starting on 14 April 2026. On the same day, children across Sweden will begin selling May flowers.
Facts about Wernerssons Ost
Wernerssons Ost was founded in 1930 in Sweden, where the company still has its headquarters, although it has been part of the Norwegian dairy group Tine since 2007. Wernerssons Ost also has a branch in Denmark. The company imports, refines, slices and packs cheese, which is supplied to customers throughout the Nordic region.