ICA Basic Bindor Normal

ICA Basic is the budget-friendly private label brand of ICA Gruppen, Sweden's leading grocery retailer. The product shown, identified by its barcode (7318690081197) and lime-green packaging, is 'ICA Basic Bindor Normal' (Normal Sanitary Pads), a 20-pack of feminine hygiene products.

ICA's history dates back to 1917, when Hakon Swenson founded Hakonbolaget in Västerås, based on the 'ICA idea'—allowing independent retailers to collaborate on purchasing while remaining self-employed. The ICA Group was formally established in 1938. The ICA Basic brand was launched as a rebranding of the 'Euro Shopper' label to provide essentials without unnecessary costs or features.

While the brand is Swedish, ICA sources manufacturing for its private labels across various locations to ensure low prices. For this specific product, manufacturing is conducted in the Czech Republic. The brand is ultimately owned by ICA Gruppen, which is headquartered in Solna, Sweden. Following its acquisition and delisting, the company is primarily owned by ICA-handlarnas Förbund (the Association of ICA Retailers) and AMF.