Vilje Sinksalve

Vilje is a Norwegian private label brand specializing in allergy-friendly and environmentally conscious baby and personal care products. It was recently introduced as a replacement for the 'LilleGo'' brand within the NorgesGruppen retail ecosystem. The product shown, Sinksalve (Zinc Ointment), is fragrance-free and carries both the Nordic Swan Ecolabel and the Asthma Allergy Nordic certification, signaling its suitability for sensitive skin.

The brand is owned by Unil AS, which is the private label arm of NorgesGruppen, Norway's largest grocery retail group. While the brand is Norwegian in origin and concept, the manufacturing is handled by NOPA Nordic A/S, a specialist in sustainable private label cleaning and personal care products based in Denmark. This partnership allows NorgesGruppen to offer high-quality, eco-certified products exclusively through its store chains such as Kiwi, Meny, Spar, and Joker.