Add Ice Cream to partner with Nascar Driver Jonas Fors

Jonas Fors is the fourth and only active NASCAR driver from Sweden. He currently holds 12 Swedish records among the minor leagues in NASCAR and has now partnered with the Sweden based functional ice cream brand Add Ice Cream.

– Me and my sidekick Sebastian sat down with founder Khosro Nikpay in the end of this summer and we have since then kept contact, Jonas says. Frill Holding who owns Add Ice Cream is quite new to the US market and we can provide opportunities for the organization in the future but until then we’ll warm up with a collaboration with their brand Add Ice Cream in Sweden.

Add Ice Cream, the innovative functional foods brand from Sweden has a clear focus on health and seem to be a good fit for the racing professional.

– High dietary fibre content is a key part of what makes fruits healthy but candy not, so I’m happy to be able to eat ice cream without guilt from now on, all thanks to Add, Jonas Fors says.

Jonas Fors will become the first Motorsport athlete through this collaboration to partner with Add and Frill.

– Jonas is a perfect fit for our brand, Simon Adolphson, leader of Add Ice Cream says. While having a really competitive and targeted mindset in training and out on the track, he’s also a compassionate guy who spreads joy around him. This is exactly what we’re looking for among our brand ambassadors.

Jonas Fors continues:

– We’ve built a system to help retail companies expand their business while also connect their brand to the intelligent and explosive energies that racing is related to, Add is just a perfect fit, Jonas says.

Next up for Jonas Fors is the ARCA Menards Series race at Mid-Ohio the 29th of May. If the race is successful, Jonas will be approved to race in the NASCAR Xfinity Series, the second highest racing division in the USA after its major league NASCAR Cup Series.

– We’ve been in touch with a couple of Xfinity teams and our goal is to get an opportunity with one of them by the end of the season, if we get the approval from NASCAR after Mid-Ohio, Jonas says.

Jonas Fors holds 12 Swedish records in the minor leagues of NASCAR and is currently the only Swede to race in any of the divisions in the USA. The effort is supported by local Swedish companies to global actors, a band of mentors and sidekicks that make up a balanced management. Jonas Fors can be followed on Instagram (Forsinracing), Facebook (Fors in Racing: Jonas Fors) and at

NOCCO USA in collaboration with Jonas Fors 2020

The Swedish BCAA-beverage company NOCCO was launched in march earlier this year on the US market with the intention to expand in the largest economy of the world. NOCCO is a sugar- and carbohydrate free premium BCAA-beverage which through its great taste has become one of the leading brands in its niche in Europe. – Since NOCCO entered the U.S. market earlier this year, the demand for premium products with BCAA’s has grown rapidly within the fitness community. One of many success factors behind the growth lies in the close collaboration with strong athletes and exercise enthusiasts sharing a passion for training in all sports including functional fitness, bodybuilding, weightlifting, fighting and fitness, Jennifer Sunnfors says. Through this partnership, Jonas Fors becomes the first racing athlete to collaborate with NOCCO. – Last in line of ambassadors is the professional NASCAR driver Jonas Fors, who brought home 12 Swedish records during his first year in the racing series, Jennifer says. Driving race cars in speeds exceeding 200 mph, is definitely NOCCO Enough! Jonas Fors is the first NOCCO ambassador within racing and we are proud to have him on the team.” Throughout sports, beverage company sponsorships is an important milestone for every athlete. – This is beyond exciting, Jonas says. For any athlete, a beverage-sponsorship, especially from a well-known brand, is a great verification. It is a proof of achievement in your career. To work with such an exciting and expanding brand in the United States feels amazing. The collaboration includes the sugar- and carbohydrate free flavors Caribbean, Tropical and Peach, which all includes 180 milligram of caffeine, and the caffeine free Apple flavor. – We will help NOCCO USA to grow, Jonas says. We’re hoping to take this collaboration further. The first phase is to show NOCCO that we are a strong ally, and give a hint of what we can achieve long-term together, so that NOCCO will feel confident to continue the collaboration with us and our sport. The NOCCO athlete team is spread all over the USA and NOCCO will continue to support them in their ambitions. – It has been a fantastic year and so great to see the passion and commitment from our ambassadors. We have signed over 50 athletes all over the USA this year. We look forward to work even closer with the team, supporting them in their future success and together spread the love for NOCCO”, says Ben Jones, CEO NOCCO USA.

Miljö Trans allies with Jonas Fors in 2020.

The Stockholm regional recycling and transportation company Miljö Trans joins efforts with Jonas Fors and his management during the 2020 season.

– I am so happy to come to bring Kenneth Hellström and his team on this journey and them into our network, Jonas says. Miljö Trans will play a key role in a project that we can’t yet announce but also join our business network in which we will provide them with new business opportunities.

To get in touch with Miljö Trans send an email to

Consale extends to a seventh year of partnership

Consale extends partnership as an associated sponsor to a seventh season in a row.

– It feels amazing to have Consale onboard on this journey, which they made possible by joining in 2013 which took me from Karting into racing and in 2017 from Sweden to the USA, Jonas says.

Consale is a Stockholm regional company who sell and rent out containers but also sales their own developed lock bar, CO-Kåpan.

For more information about Consale, visit: