Dazzley cookies

Dazzley is a Swedish private label brand primarily owned and distributed by Axfood AB, one of Sweden's leading food retail groups. The brand was established to provide a range of budget-friendly sweets, snacks, and cookies to consumers through Axfood's retail chains, such as Willys and Hemköp.

While the brand has a distinctly Swedish identity and is designed to cater to the Scandinavian market, its products are manufactured in several European countries. For example, many of its chocolate-based bars and specific cookie varieties are produced in the Netherlands, a major hub for European confectionery manufacturing, while other baked goods like their biscuit bars are known to be sourced from facilities in Spain. The brand maintains a commitment to sustainability, often featuring certifications like the Rainforest Alliance for its cocoa ingredients.