Queen Vegetable Bouillon

Queen is a well-established private label brand primarily sold within the Danish retail market, specifically through the Salling Group. The brand specializes in flavor enhancers and pantry staples such as bouillon cubes, sauces, and spices. It was created to provide a cost-effective alternative to international premium brands while maintaining a high standard of taste and quality suitable for Nordic household cooking.

The manufacturing of Queen products is often outsourced to specialized food production facilities across Europe. For bouillon cubes specifically, production is frequently based in Switzerland or Germany, regions known for their history in dehydrated food manufacturing. This ensures the consistency and shelf-stability required for retail distribution across Denmark.

The ultimate ownership of the Queen brand lies with the Salling Group (formerly Dansk Supermarked Group). As Denmark's largest retailer, the Salling Group manages the brand from its headquarters in Brabrand, Aarhus. The group is owned by the Salling Foundations, ensuring that a significant portion of the profits is reinvested into Danish society and charitable causes.