ØGO Elderflower (Hyldeblomst) drink

ØGO is a private label brand belonging to the Danish retail giant Salling Group. The product shown is a 3-liter bag-in-box elderflower (hyldeblomst) drink, which is part of their organic product line focused on affordability and quality.

The brand was established in Denmark to serve the supermarkets operated by Salling Group, such as Føtex and Bilka. Production typically takes place within Denmark or through established European organic suppliers to meet local demand and sustainability standards. As a private label, the ultimate ownership resides with the Salling Group, which is owned by the Salling Foundations, ensuring the company remains under Danish control with a significant portion of profits reinvested into society.