Xtra Tea

Xtra is a private label brand primarily associated with the Coop group in the Nordic countries. The brand provides a wide range of budget-friendly grocery products, including various types of tea bags. The tea itself is typically sourced from large tea-producing regions like Kenya, India, or Sri Lanka, then blended and packaged for the European market.

Ownership of the Xtra brand lies with Coop, a collective of consumer cooperatives. While Coop operates independently in different countries, the Xtra brand is a cross-border discount line managed through procurement alliances. In Denmark, it is managed by Coop Danmark, which is one of the largest retail enterprises in the country. The brand focuses on delivering essential goods at the lowest price point while adhering to European safety and quality standards.