Normal Fresh Elderflower sparkling drink

Normal Fresh Elderflower is a sparkling beverage sold exclusively through the Danish retail chain 'Normal'. The brand is characterized by its transparent packaging and botanical flavor profiles, designed as a private-label refreshments for the discount health and hygiene retailer.

The brand 'Normal' was founded in Denmark in 2013 and has since expanded rapidly across Europe. Because it is a house brand, the production is primarily centralized in Denmark or through contracted European manufacturers to ensure consistent quality and supply across their retail network. The brand is currently owned by Normal A/S, which is backed by significant investments from Anders Holch Povlsen's Heartland group, ensuring long-term stability and growth.