Jacobs Utvalgte Sea Salt potato chips

Jacobs Utvalgte is a premium private label brand owned by the Norwegian retail giant NorgesGruppen. The brand was launched in 2009, drawing its name and inspiration from the historic 'Jacobs på Holtet' specialty food store in Oslo, which NorgesGruppen acquired in 2004. Unlike many budget private labels, Jacobs Utvalgte focuses on high-quality ingredients and gourmet flavors, with products often vetted by culinary experts.

While the brand sources various products globally—such as specialty meats from Italy or chocolates from Belgium—its potato chips are typically produced in Norway to ensure freshness and support local agriculture. The production is managed by UNIL AS, which is the internal company responsible for NorgesGruppen’s private label development and distribution. The brand has become one of the most successful premium retail labels in Norway, frequently winning design and taste awards.