Basic Dog Food

Basic is a private label brand specialized in pet nutrition, specifically dog food, designed to offer high-quality nutrition at an accessible price point. The brand is deeply rooted in the Nordic market and is a staple in many Swedish households.

The brand's origin is tied to the Swedish retail group Musti Group, which is the leading pet care specialist in the Nordics. The products are manufactured primarily in Sweden, ensuring that they adhere to strict local food safety and production standards which are among the highest in Europe.

In early 2024, the ownership of the brand underwent a significant transition when Sonae, a Portuguese multinational company, completed a successful public tender offer for Musti Group. This move integrates Basic into a massive international portfolio, though the brand continues to focus on its core Nordic consumer base with local production values.