First Price chopped tomatoes

First Price is a popular discount private label brand used by NorgesGruppen in Norway and Dagrofa in Denmark. The brand was created to provide a low-budget alternative for essential household products and food items. Being a private label, the production is outsourced to various suppliers across Europe depending on the product category.

For tomato products like these chopped tomatoes, the manufacturing typically takes place in Italy, the world's leading producer of canned tomato goods, though supply chains can shift between Mediterranean producers. The brand is managed by Dagrofa in the Danish market, ensuring distribution through chains like Meny, Spar, and Min Købmand. While the ultimate ownership lies with the retail groups that established it, the brand is synonymous with the Scandinavian discount strategy.