The people behind Formula Swiss
Robin Roy
Krigslund-Hansen
Founder and CEO of Formula Swiss. Responsible for formulation.
Building a family business around natural hemp products in Switzerland since 2013.
My approach to formulation
Why I started 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. 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
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.
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.
Selected media coverage.
Al Jazeera
Industry commentary on cannabis production and international markets.
Read the coveragePETS International / GlobalPETS
Quoted in reporting on the pet CBD market, regulatory barriers, and the stigma surrounding cannabis.
Read the GlobalPETS featureEuronews
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 the founder of a company producing hemp products.
Selected writing by Robin
What are terpenes?
An introduction to the compounds behind hemp’s natural aromas and their role in cultivation.
Switzerland Moves to Legalize Cannabis Under State Control
A perspective on Switzerland’s cannabis-policy proposals at the time of publication.
EU adds Cannabis Sativa Root Extract to CosIng database
Coverage of developments affecting hemp-derived cosmetic ingredients.
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 AG, Switzerland. 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.
Contact Formula SwissLinkedIn