Xtra Læskedrik Sportssmag

Xtra is a private label brand primarily associated with Coop in the Nordic countries. It was launched as a budget-friendly alternative to premium brands, providing essential consumer goods at lower price points. Since it is a retail-owned brand, the products are manufactured by various third-party suppliers across different countries, although most products sold in the Nordic market are produced within Europe or specifically in the Nordic region like Denmark and Sweden to optimize logistics.

The brand is owned by Coop i Norden, a cooperative retail group. In Denmark, the brand is specifically managed by Coop Danmark A/S. The ultimate goal of the brand is to provide value-for-money products for members and customers of the cooperative. Ownership remains within the cooperative retail structure, meaning the shoppers who are members of the cooperative are technically the collective ultimate owners.