Normal Fresh Elderflower soft drink

Fresh Elderflower is a private label soft drink brand sold exclusively by the Danish retail chain Normal. The product is designed with a clean, floral aesthetic to reflect the elderflower flavor, positioning it as a refreshing lifestyle beverage at a competitive price point.

Normal, founded in Denmark in 2013, specializes in selling brand-name goods and private label products at low, fixed prices. While the brand is Danish, the production of their beverage line typically involves contract manufacturing across various European countries to ensure efficient distribution to their stores across multiple markets. The ultimate ownership remains with the founders and the investment company Anders Holch Povlsen (Bestseller) through Heartland A/S.