First Price Pickled Sliced Beets

First Price is a private label discount brand primarily sold in Scandinavia. In the Danish market, it is the budget-friendly brand for the retail group Dagrofa. The product, pickled sliced beets (Rødbeder i skiver), is typically manufactured within Denmark to satisfy local consumption patterns, though sourcing can vary depending on seasonal harvests.

Originally established as a collaborative discount line across Norway, Denmark, and Sweden, the brand focuses on provides essential grocery items at the lowest possible price point. In Denmark, it is managed by Dagrofa, which operates chains like MENY, Spar, and Min Købmand. The ultimate ownership lies with the shareholders of Dagrofa, primarily NorgesGruppen and KFI Erhvervsdrivende Fond.