HiQ Brands – Creating Value Through Strong Brands

HiQ Brands (formerly Friele Foods) is a modern brand partner and distributor with ambitions to challenge the status quo and drive growth through innovation and insight. We work with some of the most exciting brands from both the Norwegian and international markets – across categories such as beverages, baby food, ready meals, dressings, spices, organic and vegetarian food, as well as non-food products.

Over the years, we have built a solid portfolio of strong brands and long-term partnerships. Now, we are scaling up more than ever before, expanding our range with new and exciting national and international brands. We are proud to be a leading player that not only follows market trends but helps shape them.

Our vision is to build Bergen’s most exciting center of excellence for national and international brands – a place where great brands take root and grow.


HiQ Brands is part of the long-standing W. Giertsen Group – established in 1875 and known for its passion for long-term value creation. The group is headquartered in Bergen and operates in the fields of industry, technology, and food trade, with six companies active both nationally and internationally.

Get to know us – and the brands of the future.


HiQ Brands

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HiQ Brands

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