Action Chiaseed

These chia seeds are a private label product sold under the 'Mindful Quality' brand, which is a house brand for the international discount retailer Action. The product is marketed as a healthy nutritional supplement, rich in Omega fatty acids, and is typically packaged in 250g transparent containers with a distinctive teal lid. While the brand is Dutch, the chia seeds themselves are often sourced from various international suppliers in South America or Africa, depending on seasonal availability and supply chain logistics.

Action, the parent company, has evolved from a single store in Enkhuizen to one of Europe's fastest-growing retailers. Their 'Mindful Quality' line focuses on providing health-conscious products at discount prices. The ultimate ownership remains with the private equity firm 3i Group, which has transformed Action into a multinational powerhouse while maintaining its corporate headquarters in the Netherlands.