Vilje Kidneybønner

Vilje is a relatively new private label brand launched in late 2024 by the Norwegian grocery giant NorgesGruppen through its sourcing and branding subsidiary, Unil AS. The brand was created to unify and replace several organic and eco-friendly products formerly sold under the 'Eldorado Go Eco' and 'Bama Økologisk' labels. It serves as NorgesGruppen's primary organic offering, comparable to Coop's Änglamark, focusing on organic food, sustainable household items, and personal care products.

While the brand is Norwegian in origin and ownership, the kidney beans (Kidneybønner) themselves are typically sourced and packaged from various international locations where organic legumes are commercially farmed, often including countries in the European Union or North America, depending on seasonal availability. The ultimate owner is NorgesGruppen ASA, the largest player in the Norwegian grocery retail market, which manages popular chains like KIWI, SPAR, Meny, and Joker.