Our Award-Winning Private Label brands

 We have Denmark’s broadest and deepest assortment, with more than 18,500 SKUs, including A-brands, B-brands and an award-winning Private Label programme that covers the spectrum of good-better-best brands. Our unique and innovative products win consumer tests time and again for their taste, design and quality.

Below you see a small selection of our many Private Label brands. Our assortment naturally also includes A-brands such as Unilever, P&G, Nestlé, Mars, etc.


First Price is our Private Label brand that covers the low-end position in most categories – good quality at reasonable prices. Every category is represented in the series, which totals 400-500 SKUs.

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GESTUS (better)

Gestus is a series of high quality, great tasting foods at a fair price. Gestus products can be equated with A-brands of the same or higher quality and margin. The Gestus range is comprised of more than 500 SKUs.

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OMHU (best)

OMHU covers products in the premium class. The products in this series are produced with special care, handpicked from the best producers and made from the finest ingredients. The brand is still under development and currently includes 50-100 SKUs.

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GRØN BALANCE (organic)

Grøn Balance is a series of high quality, everyday products designed with care for the environment. All foods in the Grøn Balance range are guaranteed organic and the non-food products bear the Nordic Ecolabel and the asthma- and allergy-friendly Blue Label. Grøn Balance is comprised of 200-300 food and non-food SKUs.

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