Semper AB is market leader in baby food in Sweden and is marketing baby food products such as infant formula, infant cereal milk, porridge, baby foods in jars and drinks. The company is also market leader of gluten-free products in Sweden and develops and offers a broad range of gluten-free products in the Nordic countries. Part of the Semper brand is also sold in UK under the brand Juvela. Semper's gluten-free assortment today consists of different kinds of mixes, pasta, crispbread, soft breads, breakfast cereals, biscuits, crisp rolls and pizza bases. Semper also markets pure oats that is guaranteed free from contamination of wheat, rye and barley, as well as some products (crispbread, soft bread and biscuits) that contain pure oats. Semper sells gluten-free products to retail and pharmacies. Big pack mixes are sold to bakeries. About 65% of the production is exported to UK, Norway, Finland, Germany and Ireland. Since 2007 Semper owns the factory Götene ingredients AB in Sweden that produces powder products like gluten-free mixes, baby cereal milk, and baby porridge. Semper AB is since 2006 part of the Hero group, a food company, privately owned by the family Dr. Arend Oetker with head quarter in Hentzburg, Switzerland. Within Hero Semper R&D functions as a "Competence centre" for sister companies working with gluten-free products.