Is Eldorado a Swedish brand?

Yes. Eldorado originated in Sweden. The brand is owned within the Swedish Axfood group.

Who makes Eldorado products?

Eldorado products are developed and managed through Dagab Inköp & Logistik AB, which handles purchasing and assortment for Axfood. The products may be manufactured by different suppliers.

Is Eldorado owned by Axfood?

Eldorado is owned within the Axfood group through Dagab Inköp & Logistik AB. Axel Johnson AB is the ultimate owner because Axel Johnson AB is the principal owner of Axfood AB.

What kind of products does Eldorado sell?

Eldorado sells everyday grocery products, including basic and bulk foods. Examples include pasta, coffee, tea and chocolate.

Who owns Eldorado?

Eldorado

Ultimate ownerSwedenAxel Johnson AB

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Brand origin: Sweden
Main production: Several countries, incl. Norway

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Ownership chain

BrandEldoradoSweden
Dagab Inköp & Logistik AB
Axfood AB
Ultimate ownerAxel Johnson ABSweden

About Eldorado

What is Eldorado?

Eldorado is a low-price food brand in the Axfood group. Axfood describes Eldorado as a discount alternative focused on basic and bulk products. The brand is sold through Axfood retail concepts, including Willys, Hemköp and Tempo.

Who owns Eldorado?

Eldorado is ultimately owned by Axel Johnson AB, according to Made O’Meter’s ownership data verified on 13 September 2026. The ownership chain is Eldorado, Dagab Inköp & Logistik AB, Axfood AB, and Axel Johnson AB. Dagab handles purchasing, assortment and logistics for the Axfood group. Axel Johnson AB is a family-owned company and the principal owner of Axfood AB, with 50.1% of Axfood’s shares and votes according to Axfood’s 2022 annual report.

Where does Eldorado come from?

Eldorado originated in Sweden. Axfood’s history records a major evaluation and update of the Eldorado assortment in 2013. The work was carried out within Dagab, Axfood’s purchasing and logistics company.

What products does Eldorado make?

Eldorado makes food products for everyday meals and household use. The range includes basic and bulk products such as pasta, coffee, tea, chocolate and other groceries. Axfood has described Eldorado as one of its private-label brands positioned around price and quality.

Subsidiaries: Dagab Inköp & Logistik AB

Frequently asked questions about Eldorado

Is Eldorado a Swedish brand?: Yes. Eldorado originated in Sweden. The brand is owned within the Swedish Axfood group.
Who makes Eldorado products?: Eldorado products are developed and managed through Dagab Inköp & Logistik AB, which handles purchasing and assortment for Axfood. The products may be manufactured by different suppliers.
Where can shoppers buy Eldorado products?: Eldorado products are sold through Axfood retail concepts, including Willys, Hemköp and Tempo. Availability depends on the store and product.
Is Eldorado owned by Axfood?: Eldorado is owned within the Axfood group through Dagab Inköp & Logistik AB. Axel Johnson AB is the ultimate owner because Axel Johnson AB is the principal owner of Axfood AB.
What kind of products does Eldorado sell?: Eldorado sells everyday grocery products, including basic and bulk foods. Examples include pasta, coffee, tea and chocolate.

Sources: axfood.com, axfood.se: var historia, axfood.se: eldorado fyller 50 ar har ar varumarkets historia, eldorado.no, en.wikipedia.org, annualreports.com: axfood 2021.pdf, annualreports.com: axfood 2014.pdf, mb.cision.com