Xtra Baby Wet Wipes

Xtra is a value-oriented private label brand widely recognized in the Nordic region. It was developed to provide consumers with affordable everyday essentials across various categories, including household and personal care. The brand is a collaborative effort within the Scandinavian consumer retail market, specifically managed by major cooperative organizations.

The product range is primarily distributed through the retail networks of Coop in Sweden, Norway, and Denmark, as well as S Group in Finland. Ownership of the brand rests with Coop Norden, a partnership designed to leverage collective purchasing power to keep consumer prices low. Manufacturing is typically outsourced to third-party producers across Europe and other international locations to maintain cost-efficiency.