Bell's Havregryn

Bell's (often marketed as 'Breakfast from Bell's') is a popular private label brand found in Netto supermarkets, which are owned by the Danish retail giant Salling Group. Although the name might evoke historical brands, in the context of Scandinavian retail, it serves as a budget-friendly house brand for breakfast staples. The oats used in these products are typically sourced from the Nordic region, including Denmark, Sweden, and Norway, reflecting the local agricultural strengths.

Starting its life as a focused discount line for Netto, the brand is managed under the Salling Group's extensive private label portfolio. Salling Group, headquartered in Brabrand, Denmark, is entirely owned by the Salling Foundations, ensuring that a significant portion of the profits is reinvested into Danish society and charitable causes. The brand's manufacturing often involves regional grain processors like Lantmännen or similar Nordic cooperatives to ensure freshness and competitive pricing for the Danish market.