About Us

Developed by parents. Approved by babies!

Herobility walks you through parenting, supporting you and your child on the way. To us, babies and their parents are heroic. Facing new challenges and developing new skills on a daily basis. All products from Herobility are developed by parents and based on real-life experiences and struggles. Designed to give you a little extra superpower in your everyday life. Giving you a little extra Herobility.

Herobility is all about the next generation. Not just when it comes to creating products that babies and children love. But also, when it comes to taking responsibility for our planet. We try to find new ways, new materials and new solutions that make the more sustainable choice the easiest choice in the world. Part of our profit will always be invested in projects and charity organizations that fight for children and help take care of our planet. Herobility believes that everyone can, and should, do something to try to make the world a better place. 

The Eco-line from Herobility is a range of eco-friendly products. The products are made with plant-based material, a bioplastic, or PLA, made from corn starch. As the plants grow, they absorb CO2 from the atmosphere, reducing our carbon footprint.

When I was about to become a father for the third time, it really struck me that there hadn’t been a lot of improvements when it came to baby bottles. I started to imagine the best baby bottle possible and soon realized there was nothing like it on the market. With my dear daughter Alva on the way I started developing and designing, and in time our Baby Bottle was born. Alva loved it. Other babies loved it. And so did their parents. It quickly became a favorite among parents.

 Mikael Bergström, Founder.

In addition to the perfect baby bottle, we launched several other innovative baby products, along with the Herobility brand, in February 2017. Thanks to over a decade’s worth of experience working with high-quality gym shakers through Smartshake, we’ve gotten off to a great start. Today you can find Herobility in more than 20 countries through our dedicated partners.

Herobility a part of Smartgroup

Smartgroup was founded by Mikael Bergström in 2009. Today, Smartgroup is a family owned company, run together with over 1300 backers who believe in our future success. Under two brands, Smartshake and Herobility, Smartgroup has sold over 23 million products all over the world. Our core principles continue to be innovation, design and Swedish quality.

Smartgroup is represented in 90 different countries, with headquarters in Sweden, a sales office in the US, and warehouses on three different continents:

Västerås, Sweden

Chicago, USA

Ningbo, China

Mikael revolutionized the fitness industry when he started Smartshake in 2009, Today, Smartgroup’s goal is to do the exact same thing with Herobility, and make the world’s smartest, best and safest products for babies.

Smartshake - More than a Bottle

Since 2009, we have offered athletes and gym users a leak-proof, non-toxic way to carry and prepare protein powders and shakes. Through constant research and innovation, our company and product range has now developed to answer the needs of anyone living an active lifestyle. Today, as well as a shaker cup, our users carry their Smartshake as a lunch box, water bottle, snack box, coffee cup or whatever they can think of. Smartshake has evolved from the gym to become a great lifestyle accessory for every occasion. The only limit is your imagination.

Visit Smartshake