We focus 100% on private label and sell directly to supermarket chains in Europe and the US. We consider ourselves your “Refreshing Partner in Private Label”

Fundamentally, we believe in basic values and supply our clients with relevant products in the most cost efficient way without jeopardizing quality, reliability and ethical considerations.

It is a simple approach that works. The fast growth of the company continues and along the way we have been honoured with “The Entrepreneur Prize” from the Trade Development Board in Vejle, Denmark (2006) and “The Gazelle Prize” from the leading Danish business newspaper – Børsen (2007).

B11B was established in 2001 by Peder Barenholdt and Jesper Kolind. In 2008 Jonas Tröster joined the management team in the capacity of General Manager. With the objective of expanding into private label sanotact GmbH became co-owner of Back11Basics as of April 1, 2010. Picture from left to right: Ralf Grosse Frie (sanotact), Peder Barenholdt, Jesper Kolind, Jonas Tröster, Udo Hinikelmann (sanotact)

If you are confused about our name, we understand. A little clarification: Back11Basics we pronounce back-to-basics.