Foodello - Fiksuruoka.fi

What Foodello - Fiksuruoka.fi does

Fiksuruoka.fi (operating internationally under the Foodello brand) is a Finnish direct-to-consumer e-commerce retailer that sells surplus and near-expiry food products at discounts of up to 80% off comparison retail prices. Founded in 2016–2017 and headquartered in Espoo, Finland, the company sources inventory from a network of hundreds of manufacturers and importers that would otherwise dispose of unsold or soon-to-expire goods, repositioning itself as a food-rescue retailer rather than a traditional grocer. The platform spans core categories — pantry staples, coffee/tea, snacks, drinks, sports/health, kids, pet, household, cosmetics, special diets, and bulk packs — and is delivered across Finland via integrations with Budbee, PostNord, Posti, and Matkahuolto to both pickup points and homes, with a minimum order of €20 and free delivery over €39.

The underlying technology is a standard e-commerce stack: a webstore at fiksuruoka.fi, a dedicated mobile app, payment integrations with Klarna and major Finnish banks, and OneTrust for GDPR consent. The company layers in a favorites/wishlist, a points-based loyalty program, gift cards, and an email newsletter (with a free product as a signup incentive) to drive repeat purchases on what is otherwise a transactional, pay-as-you-go model. There is no public API or developer platform; the technology differentiator is the sourcing model and the dynamic, surplus-driven assortment rather than proprietary software.

Fiksuruoka.fi makes money by purchasing surplus inventory at reduced cost and reselling it to Finnish consumers at a markup that is still a steep discount versus retail; the model is unit-priced, transaction-based, with no subscription or membership fees. The customer base is predominantly price-conscious Finnish consumers seeking grocery savings and environmental impact reduction, with a secondary business-customer bulk channel. Verdane led a €19M growth equity round in May 2021 (with Innovestor) explicitly to fund European expansion, and the company has reported cumulative impact of over 22.6 million kg of food waste reduced and over 2 million orders delivered. The founding leadership team remains in place: Juhani Järvensivu (CEO & co-founder), Riku Poutanen (CMO & co-founder), and Richard Lindroos (CSCO & co-founder).

Name

Foodello - Fiksuruoka.fi

Legal name

Fiksuruoka.fi

Website

https://fiksuruoka.fi

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Foodello (Fiksuruoka.fi) is a Finnish e-commerce retailer that sells surplus and near-expiry food from manufacturers and importers at up to 80% off retail, serving price-conscious Finnish consumers across all of Finland via webstore, mobile app, and multi-carrier delivery.

Ownership category

akta.pro rank

Product category

Discount Online Grocery Retail

NAICS

All Other Specialty Food Retailers (445298)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Discount Convenience with Foodservice / QSR Attach (CRAEAJAD)

Keywords

• Discount grocery retail
• Surplus food rescue
• Online food marketplace
• Food waste reduction
• Discounted consumer goods

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Direct sales of surplus, discounted food products to consumers. Customers purchase products at discounts up to 80% off retail prices. Revenue generated through one-time transactions rather than subscriptions.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Fiksuruoka.fi (also known as Foodello) is a Finnish online discount food retailer that sells surplus, near-expiry, and overproduced groceries sourced from hundreds of manufacturers and importers at discounts of up to 80% off comparison retail prices. The company offers the assortment through its own e-commerce webstore and mobile app, with home delivery and pickup-point fulfillment across Finland, targeting price-conscious consumers who also value reducing food waste.

Product overview

Fiksuruoka.fi (Foodello) is a Finnish online discount food retailer operating as a single unified e-commerce platform. The core product is the Fiksuruoka.fi online store, which sells surplus food products from manufacturers and importers at discounts up to 80% off comparison prices. The product portfolio includes multiple product categories organized as Ruokakaappi (pantry staples), Kahvit ja teet (beverages), Herkut (snacks and treats), Juomat (drinks), Urheilu ja terveys (health products), Lapset (children's food), Lemmikit (pet products), Koti (household items), Kosmetiikka (personal care), Erityisruokavaliot (special diets), and Suurpakkaukset (bulk purchases). The platform is complemented by a mobile app, newsletter subscription service, gift cards, and a customer loyalty program. All products are sourced from surplus inventory to reduce food waste, making this essentially a marketplace-style model for discounted food rescue.

Differentiator

Problem solved

Functional benefit

Products and services

• Fiksuruoka.fi Online Store Finnish online discount food retail webstore selling surplus, near-expiry, and overproduced groceries sourced from hundreds of manufacturers and importers at discounts of up to 80% off comparison retail prices, with home delivery and pickup-point fulfillment across Finland.
• Fiksuruoka.fi Mobile App

Quantifiable outcome

• Over 22.6 million kg of food waste reduced
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Food Manufacturers and Importers (Hundreds of Partners)coreStrategic or Co-development PartnerFiksuruoka.fi works with hundreds of manufacturers and importers to source surplus food products that would otherwise go to waste. These partnerships enable the company to acquire inventory at reduced costs.
• BudbeeminorChannel Partner/ Reseller/ DistributorLogistics partner for package delivery to pickup points and home delivery in Finland.
• PostNordminorChannel Partner/ Reseller/ DistributorLogistics partner for package delivery to pickup points and home delivery in Finland.
• PostiminorChannel Partner/ Reseller/ DistributorFinnish postal service partner for package delivery to pickup points and home delivery.
• MatkahuoltominorChannel Partner/ Reseller/ DistributorFinnish transport and logistics company providing package delivery services to pickup points.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Karma: Surplus food marketplace enabling restaurants and retailers to sell excess food to consumers at discounted prices; comparable surplus-food business model with European footprint.
• Too Good To Go: The largest global surplus-food marketplace connecting consumers with surplus restaurant and retailer inventory at discounts; directly competes with Fiksuruoka's surplus-grocery model at pan-European scale.
• Matsmart (Matsmart.se): Swedish online retailer selling surplus and short-dated food via a similar D2C e-commerce platform; closest geographic and format-based direct competitor, also operating across the Nordics.

Emerging players

• Misfits Market: US-based online grocer selling surplus, 'ugly', and near-expiry food at deep discounts via subscription-style D2C; comparable discount-grocery e-commerce model in a different geography.
• Imperfect Foods: Subscription-style online grocer focused on surplus and 'imperfect' produce and grocery items; mirrors Fiksuruoka's surplus-food curation model with a more subscription-led approach.
• Olio: App-based marketplace for sharing surplus food from households and local businesses; overlaps with Fiksuruoka's food-waste mission but employs a peer-to-peer model.
• Flashfood: Mobile marketplace selling surplus grocery items at discounted prices in partnership with retailers; comparable surplus-grocery consumer model in North America.

Broad incumbents

• Wolt (Wolt Market): Quick-commerce and dark-store grocery operator in Finland with deep logistics infrastructure; potential competitive overlap on convenience-led online grocery delivery in the same market.
• Lidl: European discount grocer with established Finnish operations; represents the scaled discount-grocery competition that pressures Fiksuruoka's price-led positioning.

Regional players

• Yume: Australian B2B surplus-food marketplace redirecting manufacturer excess to consumers; comparable surplus-food business model focused on a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/fiksuruokafi

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds5 records

Investors3 records

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

M&A

Investments

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

Frequently asked questions about Foodello - Fiksuruoka.fi