18 | LUXlife Magazine B Trading was founded in 2017, by Danish husband and wife Henrik and Annette Tøth Jensen. In less than a decade, the company has risen to serve more than 125 countries on all continents across the globe. Despite the growth, FB Trading remains a family business that is deeply rooted in the needs of its community, on a mission to provide parents with the very best products for their growing babies. In 2021, FB Trading launched FRIGG – a brand focused on delivering motherly love. The brand’s inspiration comes from Frigg, the Norse Goddess of Motherhood and Fertility who fought to protect children at all costs, while providing them with the safety and comfort they deserve. This motherly love has been encapsulated in the soul of FRIGG’s product line, a combination of soothing comfort, safety, and high class Danish design. FRIGG offers an extensive range of pacifiers to its clientele, each with its own unique combination of colour and style. Parents can choose between three distinct nipple shapes: the round nipple, which mimics the mother’s breast and supports the natural suckling technique; the symmetrical nipple, which is teardrop-shaped and reversible for ease of use; and the anatomical nipple, which is shaped to match the baby’s mouth and reduces pressure on the gums and jaw. Parents can choose between two pacifier materials: soft, flexible natural rubber and durable, allergy-friendly medical grade silicone. FRIGG’s natural rubber pacifiers are designed to comfort safely and gently and, with a silky texture made to mimic the natural breast, are the trusted, organic choice for even the most sensitive babies. The medical grade silicone pacifiers are easy to clean and gentle on sensitive mouths, offering a safe and long-lasting option for parents seeking hygiene and longevity. Each pacifier is thoughtfully developed to meet the everyday needs of families – soothing babies whilst supporting their healthy development, ensuring safety, and providing parents with peace of mind. Most of the range are assembled using FRIGG’s patented Click-Lock® System, a precise, four-step process that securely connects the five pacifier components with a distinct “click” to ensure both safety and strength. This system allows for a stress-free assembly method that minimises material strain and enhances long-term durability. While the Click-Lock® System is utilised across the vast majority of FRIGG’s pacifier designs, select collections – including FRIGG Lucky and FRIGG Butterfly – have been manufactured using alternative methods that are better suited to their unique structural design. Regardless of the build, however, FRIGG ensures that every pacifier it produces meets the Most Trusted Pacifier Brand 2025 The early years of infancy and childhood are formative, influencing a child’s physical, mental, and social growth for the rest of their life. Based in the middle of Jutland, Denmark FB Trading is a company striving to give babies the best start in life through a range of products designed to support the development of safe and happy children. Today, we take a closer look at FRIGG, the company’s leading brand of top-tier pacifiers, which have been rightfully recognised in the Parent and Baby Awards 2025. same stringent standards of safety, function, and Danish craftsmanship for which FRIGG has become renowned. In just a few short years, FRIGG has successfully cemented itself in the hearts of parents around the world. Through thoughtful innovation and thorough testing, the brand remains committed to ongoing growth and improvement, striving to continue delivering nothing but the very best to the children. Today, FRIGG enjoys a frontrunning position, one underpinned by a remarkable number of glowing testimonials written for the brand, which has earned the well-deserved title of the Most Trusted Pacifier Brand 2025. One parent reported: “FRIGG’s pacifiers are a lifesaver! My little one is obsessed with them. They are super soft and gentle, and I love that they are made from natural rubber instead of all that weird plastic stuff. Plus, the designs are adorable – we bought the ones with the little mermaid, and they are so cute! If you are looking for a cute and natural pacifier that your baby will actually use, I highly recommend FRIGG.” While another shared: “As a new parent, I have found FRIGG’s latex pacifier to be a game-changer. After trying tonnes of other pacifiers, this is the one my baby easily accepted. The durable yet soft texture withstands enthusiastic sucking. It is also eco-friendly and simple to clean, ticking all the boxes for a top-notch pacifier. For new parents seeking a reliable, natural option that prioritises your baby’s comfort and safety, FRIGG’s latex pacifier is an excellent choice.” Contact: Michael Klintby Company: FB Trading ApS Web Address: www.frigg.com F
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