Guli Miðinn turns 40 – the same trusted quality, in a new look

New look. The same trusted quality at the same fair price.

Since 1986, Guli Miðinn has offered Icelanders vitamins and supplements at a fair price, supporting the nation’s health generation after generation. This year Guli Miðinn celebrates its 40th anniversary – and we plan to keep going strong for many more years to come.

To mark the milestone, Guli Miðinn now has a fresh, modern look, but what matters most stays the same: trusted quality at a fair price.

New look – the same Guli Miðinn

The new packaging is brighter, more colourful and clearer. The aim was to bring Guli Miðinn into a new decade without losing what the brand has stood for from the start.

The products are still developed with the needs of Icelanders in mind and manufactured to strict quality standards.

A year in the making

The new look for Guli Miðinn is the result of over a year of work and close collaboration among many partners. Heilsa’s in-house team has worked on the project together with retailers, partners and an agency to shape the next chapter in the story of this well-established Icelandic brand.

The process covered everything from design and packaging to product range, information and the consumer experience. The goal was clear: to modernise Guli Miðinn without changing what has made the brand a trusted part of Icelandic homes for 40 years.

For the whole family

Guli Miðinn’s range has grown and evolved with the changing needs of Icelanders. Today the line covers a broad selection of vitamins, minerals and supplements for people of all ages and life stages.

And the evolution continues. Alongside the new look we’re adding new products and innovations to the Guli Miðinn range – with the same goal in mind: to make high-quality vitamins and supplements accessible at a fair price.

Guli Miðinn – for your health, 40 years and counting.