Every grocery. Every choice. Every recipe.

We work to ensure that there are as many products as possible with the government-controlled nutrition label, the Keyhole. Therefore, we make it clear for our customers to see which products are marked with the Keyhole. For example, products with the label in Føtex and Bilka's promotional leaflets are grouped together, along with an explanation of what the Keyhole label means. The initiatives we have taken are based on dialogue and demands from our customers, who have requested more products with the green Keyhole label.

Products with the Keyhole contain many fibers and whole grains and generally have a lower content of fat, unsaturated fat, sugar, and salt. In addition to the Keyhole label, we will continuously add more recipes to our social media, focusing on greener dishes and inspiration for plant-based food.