The people behind Formula Swiss
Robin Roy
Krigslund-Hansen
Co-founder and CEO of Formula Swiss. Responsible for formulation.
Building a family business around natural hemp products in Switzerland since 2013. Today Formula Swiss has more than 100,000 customers and has sold to 62 countries.
My approach to formulationLast updated:
Robin at a glance
- Role
- Co-founder and CEO, responsible for formulation
- Co-founded Formula Swiss
- Zug, Switzerland, 9 September 2013
- Production today
- Küssnacht am Rigi, Switzerland
- Reach
- 100,000+ customers, sold to 62 countries
- Quality
- Every production batch tested; CO₂ extraction only
- Industry
- Co-founder and shareholder of the EIHA Novel Food Consortium
Why I co-founded Formula Swiss.
“I wanted to make a positive impact in the world and help people all over the world improve their daily lives with products from nature.”
Originally from Denmark, Robin moved to Switzerland with his family in 2012 to start Formula Swiss. He co-founded the company in Zug on 9 September 2013; production is based today in Küssnacht am Rigi, in the canton of Schwyz. His goal was to build a company around natural products that could become part of people’s daily lives. All five members of the family have worked in the business over the years, and it remains family owned and independent.
Read our family’s story
What I know first-hand
Production, formulation, quality and the hemp industry.
I have run Formula Swiss since 2013, so my expertise comes from making our products every day: how the hemp is grown, how it is extracted, how each oil is formulated, and how every batch is tested before it reaches a customer.
- Production: hemp grown in Switzerland following organic principles, indoors, outdoors and in greenhouses, and CO₂ extraction only, to get the highest quality.
- Formulation: I am responsible for our formulations. We formulate, bottle, label and store our products in Küssnacht am Rigi, where we also carry out part of our testing.
- Quality: every single production batch is tested, and the certificates of analysis we publish carry my signature.
- Industry: Formula Swiss is a co-founder and shareholder of the EIHA Novel Food Consortium and has been part of it since day one, when it was founded in 2019.
When I write about health topics, I summarise published research, link every source and say where the evidence is still limited. I am not a doctor or a vet, and our guides do not replace their advice. How we write and check our guides.
Natural ingredients.
Continuous improvement.
Robin is responsible for formulation at Formula Swiss. He describes an approach grounded in natural ingredients, findings from human and animal research, and extensive customer feedback gathered since 2013.
What I work to improve
Robin identifies three continuing priorities in product development: bioavailability, natural aromas, and the effects customers experience. These priorities guide the company’s ongoing work on its formulations and how it listens to customer feedback.
His practical experience has developed through building the business, working with hemp products, following research, and listening to customers over more than a decade. Formulation is an ongoing responsibility: the company continues to revisit its products as research and customer experience develop.
Robin’s formulation role sits alongside Michelle Krigslund-Hansen’s responsibility for quality assurance. Together, these roles connect product development with the standards used to assess the finished products.
Formula Swiss publishes laboratory reports and information about its production standards so customers can examine the evidence behind its products.
From plant to bottle
How we make every bottle.
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Grow
Our hemp is grown in Switzerland following organic principles, indoors, outdoors and in greenhouses.
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Extract
We use CO₂ extraction only, to get the highest quality extract.
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Formulate and bottle
Formulation, bottling, labelling and storage take place in Küssnacht am Rigi.
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Test
Every production batch is tested, and we publish the certificates of analysis.
A lifelong commitment
to learning.
Robin’s education spans law, business administration, marketing management, international shipping, and executive leadership. His background combines university studies with professional training at A.P. Moller–Maersk and further executive education.
From his MBA to later studies at Wharton, continued learning has remained part of his professional life alongside building Formula Swiss.
- Aarhus University
- Law studies, 1995
- A.P. Moller–Maersk
- Maersk International Shipping Education (MISE), 1996–1998
- Copenhagen Business School
- Business administration studies, 2001–2002
- University of Southern Denmark
- Marketing management studies, 2002–2005
- Master of Business Administration
- Full-time MBA at Copenhagen Business School in cooperation with IMD, 2005–2006
- Wharton Executive Education
- Executive studies, 2022–2023
- Including Scaling a Business: How to Build a Unicorn, credential issued February 2023
Part of the hemp industry
Conferences.
Conversations.
Shared knowledge.
Robin’s work extends beyond the day-to-day running of Formula Swiss. He has attended EIHA conferences and CannaTrade on numerous occasions, alongside six visits to Vitafoods. These events provide a place to exchange perspectives on production, research, product development, and the future of the industry.
EIHA Novel Food Consortium
Formula Swiss is a co-founder and shareholder of the EIHA Novel Food Consortium and has been part of it since day one. EIHA set up the consortium in 2019 so that hemp companies could prepare joint novel-food applications and share the cost of the safety studies behind them.
About the EIHA Novel Food ConsortiumSelected media coverage.
Al Jazeera
Industry commentary on cannabis production and international markets.
“If you want to sell medical grade cannabis, it must be produced indoors, ensuring consistency and uniform production.”Robin, quoted by Al JazeeraRead the coverage
PETS International / GlobalPETS
Quoted in reporting on the pet CBD market, regulatory barriers, and the stigma surrounding cannabis.
“Hemp has been around forever and is a natural crop with a lot of benefits.”Robin, quoted by GlobalPETSRead the GlobalPETS feature
Euronews
Quoted on demand for pet CBD products in the UK in a feature on pet care trends.
Read the Euronews featureWriting and industry perspective
Sharing what I learn.
Robin has written thousands of articles over the years, including Formula Swiss’s Industry News coverage. His writing explores hemp, CBD, and developments in the cannabis industry.
He talks with researchers and sponsors CBD studies through Formula Swiss. His perspective is shaped by these conversations and his experience as co-founder and CEO of a company producing hemp products.
Latest articles by Robin
CBD for skin: acne, eczema, psoriasis and rosacea
What the research shows on CBD for acne, eczema, psoriasis and rosacea: lab and human studies with their size, safety, and how to patch-test a CBD...
What is CBDA? Raw CBD oil and CBDA vs CBD explained
CBDA is the raw form of CBD in fresh hemp. How heat turns it into CBD, what CBDA research shows, and how our RAW oils keep...
CBD for joints and arthritis: what topical studies show
Does CBD cream help arthritis and joint pain? What the topical CBD trials found, how people use a CBD balm, safety, and research in dogs, cats...
How to use CBD oil: a step-by-step guide
How to use CBD oil on the skin, step by step: patch test, where to apply, drops per ml, how long it takes, storage and shelf...
Full spectrum vs broad spectrum vs isolate CBD: what's the difference?
Full-spectrum CBD keeps natural THC traces, broad-spectrum is THC-free and isolate is CBD alone. See real lab profiles and how to choose.
CBD vs THC: differences, effects and does CBD get you high?
CBD vs THC: why THC causes a high and CBD doesn't, how each acts on the brain, what the WHO says, driving, drug tests, and full-spectrum...
CBD for anxiety and stress: what the studies really show
What human trials found on CBD for anxiety and stress: public-speaking studies, doses tested, SSRI and benzodiazepine interactions, when to see a doctor.
The endocannabinoid system explained: CB1, CB2 and CBD
What the endocannabinoid system is, where CB1 and CB2 receptors sit, how anandamide, 2-AG and CBD work, and our Bologna research in cats and horses.
What does CBD oil do? Effects and what the evidence shows
What CBD does in the body and what research shows, graded by topic: epilepsy, anxiety, sleep and skin. Plus common myths, safety and who should avoid...
CBD cream and balm: what the research says about skin
How CBD cream and balm work on skin: skin-penetration studies, human trials on hydration and itch, how to use a CBD balm and how to read...
CBD drug interactions: which medicines to be careful with
Can CBD interact with your medicine? How CBD slows the enzymes that clear drugs, which medicines need most care, and what to ask your doctor.
Will CBD show up on a drug test? Work, roadside and sport
CBD itself doesn't fail drug tests, but trace THC can. How urine and saliva tests work, THC driving rules in 31 European countries, and WADA rules.
Documented research support
Supporting cannabinoid research.
Formula Swiss has supported research by the University of Bologna’s Department of Veterinary Medical Sciences. The researchers’ published work provides a direct record of the company’s contribution.
A published study acknowledging Formula Swiss funding
Localization of cannabinoid and cannabinoid related receptors in the cat gastrointestinal tract, by Agnese Stanzani and colleagues, was published in Histochemistry and Cell Biology on 24 February 2020.
The paper’s funding statement acknowledges a grant from Formula Swiss. The authors include Professor Roberto Chiocchetti and colleagues at the University of Bologna.
The study examined receptor distribution in cat gastrointestinal tissues. It provides foundational research; it was not a clinical trial testing a finished Formula Swiss product.
The products sold on this website are not medicines. Read our product disclaimer.
A record of product improvement.
Formula Swiss’s published updates show how the business has developed its products and the information provided to customers.
Making product information more precise
A company update describes adding batch numbers, expiry dates, and CBD and THC content to two decimal places on product labels. These details give customers more information about the bottle they receive.
Read the labelling updateImproving protection during delivery
Another update documents the introduction of biodegradable shrink seals on CBD bottles to help protect bottles and pipettes during transport. It is one example of improvements extending beyond the formulation itself.
Read the packaging updateA company with a family behind it.
Robin and Michelle have built Formula Swiss as a family business. Their three children, Amalie, Gustav, and Arthur, have helped in the business since its early days. All five family members have contributed to the company, connecting its story with their own lives.
Outside the business, family life includes supporting their children’s interests and achievements. This photograph from a martial arts event is part of that personal story.
Meet the family behind Formula Swiss
Get to know Formula Swiss.
Explore our CBD oilsConnect with Robin
For questions about Formula Swiss, business partnerships, or media enquiries, contact our team.
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