First Price hand soap

First Price is a well-known budget private label brand across Scandinavia. It was launched to provide consumers with essential household items at the lowest possible price point by simplifying packaging and marketing.

The brand is a joint venture between major Nordic retail giants, ensuring widespread availability in Norway, Denmark, and Sweden. While the brand is Nordic in origin, the manufacturing of its hygiene products takes place in various countries across Europe and Asia to maintain cost efficiency, with specific production sites often rotating based on supply chain requirements.

Today, the brand is managed by NorgesGruppen in Norway and Dagrofa in Denmark, forming a key part of their discount product strategy.