Salling Classic Vafler and Peanut Karamel Isbarer

Salling is a private-label brand owned by the Salling Group, Denmark's largest retail conglomerate. The products shown, including Classic Vafler (ice cream cones) and Peanut Karamel Isbarer (ice cream bars), are part of a broad range of food and non-food items sold exclusively through Salling Group's retail chains such as Føtex, Bilka, and Netto.

The brand's history is deeply rooted in Danish retail, originating from a draper's shop founded by Ferdinand Salling in Aarhus in 1906. His son, Herman Salling, transformed the business into a modern retail giant, launching the first Danish supermarket, Føtex, in 1960. Today, the Salling Group is 100% owned by the Salling Foundations, which ensures that profits are reinvested into the company or donated to cultural, sporting, and social causes in Denmark.

While the Salling brand is quintessentially Danish in its origin and management, its products are manufactured by a diverse network of suppliers. Depending on the specific product and sourcing requirements, manufacturing may take place in Denmark or across various other European countries to maintain competitive pricing and high quality standards.