NorgesGruppen

What NorgesGruppen does

NorgesGruppen ASA is Norway's largest grocery retail and wholesale group, operating a multi-format portfolio that spans discount (KIWI), supermarkets (MENY, SPAR), convenience (Joker, MIX, Deli de Luca), and wholesale (ASKO, Storcash), serving approximately 1.3 million daily customers. The company also owns adjacent businesses including coffee roasting (Joh. Johannson Kaffe at a BREEAM-NOR Excellent facility in Vestby), in-house bakery (Bakehuset), pharmacy (Vitusapotek), and a 35% stake in restaurant/catering operator Fursetgruppen. Its revenue mechanics combine retail sales across formats, wholesale distribution to independent retailers through ASKO, and a private label portfolio from budget (First Price) to premium (Jacobs Utvalgte), developed by subsidiary UNIL.

The technology and platform layer is anchored by NorgesGruppen Data AS (300+ employees), which provides the IT platform and operations across stores (using TCS in India for base platform and Salesforce and Microsoft as data processors with data stored in Europe), electronic shelf labels via Pricer, cash management via StrongPoint, the NGFLYT automated ordering tool to reduce food waste, and a recently launched SPAR Norway QuickCommerce service operating via API integration with Foodora. Distribution is supported by ASKO's automated warehouses (including a BREEAM Outstanding facility in Sande) and electric cargo ferries between Moss and Horten carrying 150 containers daily.

The go-to-market operates primarily through independent retailers operating under NorgesGruppen umbrella brands (Joker, MENY, Jacob's, KIWI, SPAR, MIX, Deli de Luca, ASKO, Storcash, Nærbutikken, UNIL, Jafs), enabling capital-light scaling of formats without franchisee capex (the QuickCommerce solution notably requires no capital investment from independent retailers). Customer engagement is driven by loyalty programs (Trumf and KIWI Pluss with 1.2M+ members), Norwegian-sourcing positioning (98.6% Norwegian meat, 99.1% Norwegian eggs in 2024), and a multi-channel marketing presence across Facebook, Instagram, LinkedIn, and X. Sustainability is a material commercial lever: 63% reduction in food waste since 2015, 85% reduction in climate gas emissions at the Vestby roastery, 5,000 tonnes of annual CO2 avoided by electric ferries, and 200,000+ m2 of solar panels targeted by 2026.

Name

NorgesGruppen

Legal name

NorgesGruppen ASA

Website

https://norgesgruppen.no

Company type

Private

Founded year

1866

Operating status

Operating

Headcount range

501–1,000 employees

Short description

NorgesGruppen ASA is Norway's largest grocery retail and wholesale group, operating multi-format chains (KIWI, MENY, SPAR, Joker, MIX, Deli de Luca, ASKO) plus pharmacy, coffee roasting, and bakery subsidiaries, serving roughly 1.3 million daily Norwegian consumers and independent retailers through its own distribution network.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

Grocery and Related Product Merchant Wholesalers (4244), Grocery and Convenience Retailers (4451), Supermarkets and Other Grocery Retailers (except Convenience Retailers) (445110)

SIC

Wholesale-Groceries, General Line (5141), Retail-Food Stores (5400)

akta.pro primary industry

Frozen Foods Wholesale (AFAIABAC)

akta.pro secondary industries

Specialty & Gourmet Foods Distribution (CRAOABAF), Frozen Bakery & Dough Products Wholesale (AFAIAHAD)

Keywords

• Grocery retail
• Wholesale distribution
• Private label brands
• Convenience stores
• Supermarket chains

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Sales: Revenue generated from retail grocery sales through multiple store formats including discount (KIWI, Joker), supermarket (MENY, SPAR), convenience (Deli de Luca, MIX), and warehouse (ASKO, Storcash).
2. Wholesale Distribution: ENGROS and wholesale distribution through ASKO, serving independent retailers across Norway with automated warehouse and logistics capabilities.
3. Own Brand Products: Private label brands including First Price (budget), Jacobs Utvalgte (premium), Eldorado, and Lillego' serving different market segments.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

NorgesGruppen runs Norway's largest grocery retail and wholesale operation, operating multiple supermarket, discount, neighborhood, and convenience banners (KIWI, MENY, SPAR, Joker, MIX, Deli de Luca) and the ASKO wholesale and distribution business supplying both its own stores and independent retailers. The group also produces own-brand food items, runs the Trumf loyalty program, and offers online grocery ordering and home delivery via its QuickCommerce service.

Product overview

NorgesGruppen ASA is Norway's largest grocery retail and wholesale group, operating a multi-format retail portfolio across multiple brands (KIWI, MENY, SPAR, Joker, MIX, Deli de Luca) and a national wholesale/logistics network through ASKO. The company operates a platform-plus-private-labels model: its retail chains serve as the front-end platform, while own brands (First Price, Eldorado, Jacobs Utvalgte, Lillego', Mellombar) developed and marketed by UNIL provide differentiated product offerings across price points. Supporting operations include NorgesGruppen Data AS (IT platform and operations), ASKO (wholesale distribution with electric ferries and electric vehicles), Joh. Johannson Kaffe (coffee roasting with a BREEAM-certified facility), and Bakehuset (in-house bakery). The group has launched SPAR Norway QuickCommerce as a new digital delivery service in partnership with Foodora, and uses internal tools like NGFLYT for automated ordering. NorgesGruppen also operates loyalty programs (Trumf, KIWI Pluss) and the HANDLE sustainability fund.

Differentiator

Problem solved

Functional benefit

Brands

• Eldorado: Own brand product line offering various grocery items
• First Price
• Jacobs Utvalgte
• Lillego'-serien
• Mellombar
• KIWI Pluss
• Sustainability Fund HANDLE
• Trumf
• Unik

Products and services

• KIWI Discount supermarket chain offering low-price everyday groceries for Norwegian value-seeking shoppers.
• MENY Full-range supermarket chain providing a broad assortment of groceries, fresh produce, and specialty items for Norwegian households.
• SPAR Norway Supermarket banner operated under license from SPAR International, serving Norwegian shoppers with a full grocery assortment.
• Joker Neighborhood grocery chain offering convenient top-up shopping for Norwegian consumers close to home.
• Deli de Luca Convenience store chain selling ready-to-eat meals, snacks, and beverages for on-the-go Norwegian consumers.
• MIX Convenience store chain operated by NorgesGruppen, serving small-format top-up grocery needs.
• ASKO Wholesale and distribution business supplying groceries to NorgesGruppen's own stores and to independent Norwegian retailers.
• First Price Private-label value brand offering low-priced grocery items across multiple categories for price-sensitive Norwegian shoppers.
• Jacobs Utvalgte Private-label premium and specialty brand offering selected quality products within NorgesGruppen's stores.
• Eldorado Private-label brand spanning a broad assortment of grocery categories sold across NorgesGruppen's banners.
• Lillego'-serien Private-label product range focused on baby and toddler items sold through NorgesGruppen's grocery banners.
• Mellombar Private-label energy bar product sold through NorgesGruppen's grocery banners.
• Joh. Johannson Kaffe In-house coffee roasting operation producing coffee products sold under the Joh. Johannson Kaffe brand across NorgesGruppen's stores.
• Bakehuset In-house bakery operations producing fresh baked goods for sale across NorgesGruppen's retail banners.
• Trumf Group-wide customer loyalty program offering rewards and personalized offers to Norwegian grocery shoppers across NorgesGruppen's banners.
• KIWI Pluss Subscription-based loyalty program for KIWI shoppers, providing enhanced discounts and rewards for a periodic fee.
• QuickCommerce (SPAR) Online grocery delivery service launched in September 2025 by SPAR Norway, providing home delivery of groceries to Norwegian consumers.

Quantifiable outcome

• 98.6% Norwegian raw material on meat in 2024
• +5 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• McKessoncoreOthers · 30 January 2026McKesson completed the sale of its Norwegian retail and distribution businesses to NorgesGruppen, marking McKesson's final step in its exit from European operations. McKesson will now focus strategy and capital on growth areas: Oncology, Multispecialty, and Biopharma Services.
• PricercoreTechnology or Integration · 1 October 2025Pricer expanded its presence in the Nordic retail market by securing a new customer agreement with NorgesGruppen for electronic shelf labels and retail platform solutions. This followed NorgesGruppen's implementation of the direct sales model in the region.
• Foodora (QuickCommerce)coreChannel Partner/ Reseller/ Distributor · 1 September 2025Foodora serves as delivery partner for SPAR Norway's QuickCommerce grocery delivery service. The platform was developed using API integration offering 20-45 minute delivery. Initially rolled out across 16 stores in September 2025, expanded to over 60 locations. Average order value is Nkr460 with average basket size of 12.5 items. NorgesGruppen indicated the solution could be extended across its broader retail portfolio as part of omnichannel growth strategy.
• FursetgruppencoreStrategic or Co-development PartnerStrategic partnership where NorgesGruppen acquires 35% stake in Fursetgruppen - one of Norway's leading restaurant, canteen and event catering operators. The two parties also established a new jointly-owned company for future restaurant, canteen and catering expansion.
• Norwegian FarmerscoreStrategic or Co-development PartnerStrategic focus on Norwegian agriculture with goal of maximum Norwegian products in stores. NorgesGruppen is positive to all measures contributing to increased food production in Norway and works closely with Norwegian farmers for local sourcing.
• GreeNudgeminorStrategic or Co-development PartnerResearch collaboration with GreeNudge on how product placement and pricing can be health-promoting tools in grocery stores. Research shows optimal product placement can influence healthier food choices.
• DNT (Den Norske Turistforening)minorGTM or Marketing PartnerMulti-year collaboration to get 100,000 more people outdoors. Multiple NorgesGruppen companies including Kiwi, Meny, Spar, Joker, Asko and Ali Kaffe contribute to increased hiking enjoyment.
• BAMAcoreStrategic or Co-development PartnerPartnership on plastic reduction in fruit and vegetable category. BAMA and NorgesGruppen collaborated with over 1,000 producers worldwide to evaluate consumer packaging on fruits and vegetables, achieving 735 tonnes less plastic packaging since 2018.
• Rainforest Alliance, Fairtrade, MSC, ASC, FSCcoreStrategic or Co-development PartnerSupport and participation in international certification schemes for sustainable sourcing: MSC (Marine Stewardship Council) for sustainable fisheries, ASC (Aquaculture Stewardship Council) for sustainable aquaculture, FSC for sustainable forestry, Rainforest Alliance and Fairtrade for ethical sourcing.
• Helsedirektoratet (Intensjonsavtalen)coreStrategic or Co-development PartnerNorgesGruppen supports and has been a driving force for the Intent Agreement between the food industry and health authorities to make it easier for consumers to make healthier choices.
• SaltpartnerskapetminorStrategic or Co-development PartnerPartnership between food and restaurant industry, research and interest groups, and authorities committed through an intent agreement to reduce salt intake in Norway.

Scale indicators10 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• Coop Sverige: Swedish cooperative grocer operating multiple formats and a substantial private-label portfolio across Scandinavia. Comparable to NorgesGruppen as a multi-banner Nordic grocery incumbent with member-owned governance.
• Kesko: Finnish listed grocery and building materials group operating K-foodstores, K-market and K-supermarket formats with a strong wholesale and private-label backbone. Comparable as a Northern European multi-format grocery operator with logistics scale.
• Axfood: Swedish-listed grocery group operating Hemköp, Willys, Tempo and Dagab wholesale. Comparable as a Nordic multi-format grocery retailer and wholesaler with strong private-label development, similar to NorgesGruppen's KIWI/MENY plus ASKO structure.
• Tesco: UK-listed global grocery incumbent with extensive private-label tiers, loyalty program and omnichannel grocery delivery (Tesco Whoosh). Comparable as a large-scale grocery platform pursuing the same format-and-digital strategy NorgesGruppen is extending via QuickCommerce.

Regional players

• Salling Group: Danish retail conglomerate operating Netto (discount) and Føtex/Bilka supermarkets with own brands and broad grocery logistics. Comparable as a Northern European multi-banner grocery group, though primarily Denmark-focused versus NorgesGruppen's Norway focus.

Direct peers

• ICA Gruppen (ICA Norway): Swedish-headquartered grocery group operating ICA supermarkets, ICA Maxi hypermarkets and ICA Nära proximity stores in Norway. Competes with NorgesGruppen's MENY and SPAR banners for Norwegian supermarket share with similar private-label strategies.
• Coop Norge: Cooperative retailer and NorgesGruppen's largest direct competitor in the Norwegian grocery market, operating Coop Prix, Coop Mega, Coop Extra, Coop Marked and Obs! formats with its own private-label portfolio. Highly comparable multi-banner model targeting Norwegian consumers.
• Lidl Norge: German hard-discounter's Norwegian subsidiary competing directly with NorgesGruppen's KIWI banner on price-led grocery. Relevant peer because it expands the German discount model into Norway and pressures private-label value tiers.
• Reitan Group / Rema 1000 Norge: Norwegian discount-grocery chain owned by Reitan Group, competing most directly with NorgesGruppen's KIWI banner on price. Also operates 7-Eleven convenience and Reitan Convenience, giving it comparable multi-format coverage in the Norwegian market.

Emerging players

• Oda (formerly Kolonial.no): Norway's leading online grocery retailer focused on home delivery and category depth. Comparable as a Norwegian grocery competitor and a benchmark for the digital/omnichannel trajectory NorgesGruppen is pursuing via QuickCommerce.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/norgesgruppen
• LinkedInlinkedin.com/company/norgesgruppen-asa
• Instagraminstagram.com/matnyttig_fra_norgesgruppen
• Xx.com/norgesgruppen

Compliance15 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries18 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments4 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NorgesGruppen