6 | LUXlife Magazine The idea for FRIGG grew from a personal experience. When founder Annette Tøth Jensen became a mother, she found it difficult to find a pacifier that met her expectations for both safety and quality. Rather than accepting what was already available, she decided to create a new alternative. Keeping every stage of development and production in Denmark gives FRIGG complete control of the entire process, from the first design sketches to the finished product. The close connection between design, development, and manufacturing allows the team to continuously refine products and develop new ideas while upholding the craftsmanship and attention to detail that define every FRIGG pacifier. This is what makes FRIGG the only pacifier brand that is both designed and produced entirely in Denmark. Design has always been an important part of FRIGG. Inspired by Scandinavian design traditions, Nordic nature, and storytelling, every collection has its own distinctive identity while remaining unmistakably FRIGG. Whether inspired by the delicate petals of Daisy, the symbolism of Moon Phase, the transformation of Butterfly, or the strength and connection represented by Rope, every design is created to combine aesthetics with functionality. Innovation continues to play an important role in the brand's development. In August 2026, FRIGG will unveil the latest addition to its pacifier range, reflecting the brand's ambition to explore new possibilities in material development while maintaining the quality, safety, and Danish craftsmanship for which it is known. Safety remains the foundation of every FRIGG pacifier. Across the collection, FRIGG combines thoughtful product development, extensive quality testing, carefully selected materials, and Danish manufacturing to ensure consistently high standards. Most FRIGG collections feature the patented Click-Lock® System, developed to ensure a secure and consistent assembly while reducing stress on the materials during production. Together, these elements reflect FRIGG's commitment to creating products parents can trust. That commitment was further recognised in 2026, when FRIGG achieved the highest score in independent consumer tests published by leading consumer organisations in both Denmark and Sweden. The laboratory tests evaluated strength, safety, durability, and chemical content, with particular emphasis on substances such as BPA. Receiving the highest overall score in both countries reinforced FRIGG's reputation for combining thoughtful design with uncompromising safety and quality. Today, FRIGG is distributed through an international network of distributors and retailers. While the brand continues to grow globally, its philosophy remains unchanged. Every new collection builds on the same belief that even the smallest products deserve careful attention to design, quality, innovation, and craftsmanship. Receiving the titles Most Trusted Pacifier Brand 2026 and Infant Comfort Innovation Award 2026 recognises the journey FRIGG has been on since its launch and reinforces the brand's commitment to combining Danish design, continuous innovation, and uncompromising quality for families around the world. Contact: Michael Klintby Company: FB Trading ApS Web Address: www.frigg.com • AIS-Jun26217 Most Trusted Pacifier Brand 2026 & Infant Comfort Innovation Award 2026 Building Trust Through Danish Design Since launching FRIGG in 2021, Danish family company FB Trading has worked with one clear purpose: to create a pacifier where quality, safety, and design are given equal priority. Here we take a closer look as we celebrate FB Trading’s success in our Parent and Baby Awards 2026.
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