Willys private label products

Willys is a prominent Swedish discount grocery brand, primarily known as the flagship retail chain of Axfood AB. The brand was established in its current form in 2000 through the merger of several retail operations including Willys Cash and LL:s Livs. Since then, it has evolved into Sweden's leading discount supermarket chain, characterized by its "Sweden's cheapest bag of groceries" strategy.

Willys utilizes an extensive private label program to maintain competitive pricing. While many products are manufactured in Sweden to leverage local supply chains and appeal to domestic preferences for Swedish-grown produce and meat, the broader assortment is sourced from multiple countries across the European Union and beyond. This international sourcing is often facilitated through Axfood's membership in European Marketing Distribution (EMD), a large-scale international purchasing alliance.

The brand is ultimately owned by Axel Johnson AB, a historic Swedish family-held conglomerate. Axel Johnson AB holds a majority stake in Axfood AB, which oversees the development and distribution of the Willys brand. The manufacturing of these products is typically outsourced to various specialized private label producers who meet Axfood’s sustainability and quality standards.