A+ Traditional Laundry Detergent

A+ is a well-known laundry detergent brand primarily active in the Nordic markets, including Sweden, Finland, and Denmark. The brand focuses on delivering high-efficiency cleaning results for both white and colored textiles, often marketed with its signature 'A+' logo representing top-tier quality.

The brand was originally part of the multinational portfolio of Unilever. However, in a strategic shift to focus on global core brands, Unilever divested its laundry business in the Nordics. Since 2024, the A+ brand has been owned and managed by Yellow wood Partners through their portfolio company, Acu-Rite (formerly part of the Scholl/Yellow Wood ecosystem), or more specifically, through their acquisition of the laundry and home care brands. Manufacturing is largely centered in Europe, with significant sourcing and production facilities located in Denmark to serve the Northern European region.