First Price Øko Hakkede Tomater

First Price is a prominent value-oriented private label brand serving the Scandinavian market, specifically Denmark and Norway. Launched in 2003 as a response to the entry of international discount chains, the brand focuses on providing essential grocery items at the lowest possible price point by minimizing marketing spend and utilizing streamlined packaging designs.

While the brand is owned by major retail groups through their sourcing arm, Unil AS, the actual manufacturing is outsourced to various global suppliers. In the case of canned tomato products like chopped tomatoes, production is typically centered in Italy, the world leader in tomato processing, though sourcing may vary based on seasonal availability and cost-efficiency. Ownership of the brand in Denmark is managed by the Dagrofa group, which utilizes First Price as its entry-level discount tier across its retail banners.