First Price

Understanding the First Price Brand

First Price is the leading discount private label brand in Norway and Denmark, designed to provide consumers with the lowest-priced alternatives across a wide range of essential categories. Launched to compete with hard-discount chains, the brand covers everything from frozen vegetables and meats to household paper products and basic hygiene items.

Origin and Manufacturing

The brand was established by the Norwegian retail giant NorgesGruppen. Because the First Price catalog includes hundreds of different items, manufacturing is decentralized. Products are sourced from various suppliers across Europe and Asia, depending on the commodity. For example, fresh dairy and meat products are often sourced from local Norwegian producers to ensure freshness, while shelf-stable items or non-food products may be manufactured in countries with lower production costs.

Ownership and Distribution

First Price is owned by NorgesGruppen ASA, the largest grocery wholesaling and retailing group in Norway. In Denmark, the brand is utilized through partnerships, notably with Dagrofa. The brand remains a cornerstone of NorgesGruppen's strategy to capture the budget-conscious segment of the Scandinavian market through its retail banners like Meny, Spar, Kiwi, and Joker.