Salling is Salling Group's own brand. It is the name of more than 6,000 own products, previously called Vores, Levevis and other PL names. The range consists of a core range and in addition several unique brand series, which also under the Salling brand's identity and design cover organic, vegan, gluten-, lactose- and sugar-free products. The Salling brand range is sold exclusively in Bilka and Føtex.
Competition within FMCG is intense and it requires a distinct agenda or range to stand out. Since Dansk Supermarked changed its name to Salling Group, there has been a desire to create more visibility around the group's overall activities, foundations, ownership, and formats. A natural step in supporting this development is to actively utilize the company's own products, as a strategic instrument for business development.
The launch of the Salling Masterbrand is therefore significantly different from the previous approach to and use of private labels. With a Salling brand, a 100% direct connection has been created and a visible
relationship between the company Salling Group and the goods on the shelves in the shops. Both internally and externally, the new Salling brand is no longer a constructed brand name or alias, but the name of the front door, the annual report and the largest assortment of own goods in the Danish grocery trade.
Herman Salling was a visionary and dedicated merchant, and his legacy is deeply rooted in Salling Group. Therefore the Salling goods are named after him, and developed from his motto: "We have the right goods at the right prices".
The Salling products are now the group's own unique and 100 % ownable label. Products where quality and price go hand in hand. The Salling products are reflected in time and match customers' expectations for a wide selection and everyday inspiration.