Plug & play PL Concepts with Full Coverage

A wide range of 16 strong private brands and labels – with more than 3,000 stock keeping units (SKUs).
Our unique and innovative products often win consumer tests rated on taste, design and quality.

These are our four main PL brands.


Grøn Balance is the natural choice for you who want to consume organic food, protect our environment and avoid problematic chemicals in your household and personal care products.

The standards of Grøn Balance regarding packaging, raw materials, and the absence of problematic chemicals is very high. Therefore, all Grøn Balance products are labeled with one or more certifications.

Grøn Balance is constantly improving the packaging. The products are packaged in plastic of which as much as possible is recycled plastic. Many of the products are already in recycled packaging, but even more will be – because the contribution of Grøn Balance to more responsible consumption is of utmost importance to us.

Learn more about Grøn Balance here.


First Price is simply great groceries – food and nonfood – for you who want to make the most of your money and your day.

The choice is simple because the price is as low as it gets and the assortment covers most consumer needs. This means that you and your family can fill both your shopping cart and your everyday life exactly with those products and values that matter most to you – because you always get more for less.


Gestus is a comprehensive range of tasty foods – both affordable and good quality products comparable to A-brands.

Every day of your week should taste of something – whether it’s a regular Monday or a festive Friday.

Gestus products with good quality taste experiences do this – and even at an everyday budget.


With Omhu foods you get irresistible products that are chosen based on our desire to share true food joy.

Omhu is extra attention on details. Our Omhu assortment consists of delicious fresh products, delicacies and a large selection of fruits and vegetables.