Finngatan 12, 223 62 Lund - Sweden
+46 (0) 46 540 95 95

Our History

We believe that our history is reflection of our future.

1.

2003

We have an idea

It all started with a trip to Thailand and a dream of energy drink was born after a few drinks …

2004

Birth of White Tiger

2004 was the year when we started our company and launched our first product.

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2.

2013

Welcome Aloe Vera

After 9 years of part time studying, working and developing other business it was the time to take this business to the next level. We launched our second product. Aloe Vera Drinks.

2014

Birth of AminoPro & Protein Pro

We discovered a gap in the health and nutrition space so we created AminoPro and ProteinPro.

2016

A new Brand

In 2016 we started our second company HealthCo. Our goal with the brand was to make healthier supplements.

2017

Foodconcept of Sweden

With our growth and knowledge, inquiries from various retailers increased and our private label divison Foodconcept was born.

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3.

2019

Redesign

As our portfolio grow it was time to take one step back and evaluate our brands and design.

2020

We are One

After redesign and our growth in recent years we made a decision to rebuild and bring all companies to one.

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4.

2021

Humble Group

Humble Group AB acquires First Class Brands of Sweden AB.

Humble Group is a future-FMCG powerhouse. Committed to enabling products and brand potential, with a fundamental position in mega trends; functional food, eco, sustainability, vegan (no dairy and meat).

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We support Ellas Hjältar

The Ellas hjältar Foundation helps seriously ill and vulnerable children before, during and after the tragedy they go through. The first time we encountered Ellas hjältar was on social channels and through internet. Ellas hjältar quickly became an obvious matter to support for us in our companies. If you can do the little you can, this will be much better for the vulnerable children. Visit their website and contribute the little you can or even better, become a monthly donor. We are convinced that if everyone does the little they can, it will be much better.