The story behind the brand NOA Relaxation

“Life is not a rehearsal,” thought Noa Fridmark. And with that he quit his top job, not knowing that he was opening a new door in his life that was going to lead him to the beverage NOA Relaxation – and the numerous prizes awarded to it. The drink reduces stress and increases focus. “I want to challenge this classic idea of what success is. NOA Relaxation was born from the understanding of w hat is meaningful and important to you, no matter the societal norms or people’s expectations.”

It all started during Noa Fridmark’s promising career at one of Stockholm’s hottest companies, which was about to go public. Starting out as a Brand Consultant, Noa eventually became a very successful Marketing Manager. But he was not happy.

“Every time I walked through that door to the office I felt a pain in my soul. Most of all, I couldn’t agree with the company’s values. Success was measured by

having a Ferrari in the garage and money on the bank.”

So one day Noa quit his job and moved out to an uninhabited island in the outer wilds of the Stockholm archipelago, bringing along his girlfriend and his dog, Rawa. The house had little in the way of insulation and the weather grew colder as autumn drew close. But even as Noa sat there covered in blankets, he felt he had made the best decision of his life.

“The location and the sense of calm that flowed through me as I looked out over the sea was incredibly soothing. I was thinking that everybody should feel this way, but not everyone could (or would) do what I did. So I told my girlfriend that I wanted to capture this feeling of calm and focus that I got from the island and package and share it with people in the city.”

The boat to the island

Mixing the ingredients

In the lab to develop new flavors The first beverage of NOA in the trailer Tap of Birch sap

Noa’s girlfriend thought he was crazy, but he began to speak with scientists and to search for ingredients that would contribute to reduced stress and increased focus. Soon he had a list over 40 ingredients, but Noa had set tough criteria as to what should be in the beverage.

He excluded all ingredients that would make you tired and drowsy, that were not natural, that it was possible to overdose on, or that did not have enough research to back them up. Only two ingredients were left on the

list: L-theanine (the relaxing substance that is natural in tea) and the herb lemon balm.

After this, everything took off. Together with his Dad, Noa travelled in a trailer, visiting a variety of drink makers in Europe that could transform his idea into reality. Eventually, they found the perfect one -and the beverage NOA Relaxation was born.

The first flavor was Elderflower & Rhubarb. Shortly thereafter came Blueberry & Birch Sap.

“I wanted to reinforce the heritage of the archipelago and use only flavors that come from Sweden’s natural environment,” says Noa.

Just one year after the idea was born, Noa Relaxation could be found at selected Stockholm retailers.

And after just one month on the market, NOA Relaxation won Best Premium Beverage at The World Beverage Innovation Awards, the world’s largest beverage competition.

“It’s like Sweden winning the World Cup in football,” says Noa with a laugh. “We beat the giant Pernod Ricard, which has over 18 thousand employees. We

were less than ten people in our company and the judges thought we were better. That is big.”

The number of retailers has grown, with NOA launching internationally. The company has also set a European record in crowdfounding, and won several design awards. Additionally, a third flavor will soon be launched.

For Noa Fridmark, everything is about being true to yourself, to the employees, and to the authenticity of the brand. He believes these are the three key ingredients to NOA Relaxation’s success.

“For me, the taste, design and function are symbols of

what you are doing, listening to you inner voice, and doing what feels meaningful to you without getting caught up in society’s norms or people’s expectations. This idea was born from these insights and I hope that this beverage will be an oasis in daily life, returning you to tranquility, a place where you can reflect for a moment. I don’t believe that we are happier with a bigger TV or a flashier car; instead we should focus on more meaningful things.”

ABOUT NOA
 AGE: 35 years.

LIVES: In an apartment in Stockholm and in a house in the archipelago.

FAMILY: Dog Rawa.


ON THE PLATE: A salad with avocado and beetroot.


IN THE GLASS: Guess?


ON SPOTIFY: Guidos Lounge.

INTERESTS: Surfing, rafting, and other outdoor activities where you need to be present and focused.