Xtra Dishwashing Liquid

Xtra is a budget-focused private label brand owned by Coop, a major retail cooperative in the Nordic region. The brand was created to provide consumers with essential household products at lower price points across Denmark, Sweden, and Norway. This specific dishwashing liquid is under the Coop Sweden portfolio, where the brand serves as an entry-level alternative to premium cleaning supplies.

The manufacturing of Xtra products often involves various third-party producers across Europe to maintain cost efficiency. While many of their detergent and cleaning products are manufactured in Denmark (by companies like Nopa Nordic), the production can shift depending on the specific region and contract. The ultimate owner is Coop Sweden (Kooperativa Förbundet), which ensures the product meets Nordic Swan Ecolabel standards, promoting environmental sustainability even at a budget price point.