Eldorado grocery products

Eldorado is one of Sweden's most prominent discount private labels, offering a wide range of grocery products spanning across various food categories such as dairy, snacks, pantry staples, and frozen goods. The brand serves as a value-oriented alternative to national brands within the Swedish market.

Eldorado was established by Axfood (formerly Dagab and D-Gruppen) to provide affordable food options without compromising essential quality. Because Eldorado is a private label, the manufacturing of its products is outsourced to various suppliers across Europe and Asia, depending on the specific product type. For instance, canned vegetables might be processed in Italy, while dairy products are often sourced from Swedish or European farms.

The brand is currently owned and managed by Axfood AB, a leading food retail group in Sweden. Axfood remains the ultimate owner, overseeing the brand's distribution through its retail chains like Willys and Hemköp. The company is headquartered in Stockholm, Sweden, and continues to expand the Eldorado portfolio as its primary discount house brand.