The beverage company Umida has entered into a collaboration with the comedy group IJustWantToBeCool and is establishing a joint venture for snack products. Product launches are expected in the second half of 2026. This is stated in a press release. - We see significant potential in combining our platform and creating a new brand where IJustWantToBeCool has a unique reach with the target audience for snacks. This is a deal with a clear growth ambition, says Filip Lundquist, CEO of Umida Group.The comedy group IJustWantToBeCool consists of Victor Beer, Emil Ejdemo Beer and Joel Adolphson. The group has over one million subscribers on its main channel on Youtube and around 350,000 followers on Tiktok.