Stroodles
Stroodles is a London-based sustainable consumer goods company that designs, manufactures and sells 100% biodegradable, edible single-use tableware (pasta and rice straws, biscuit spoons, wheat bran plates and bowls, wafer cups) to hospitality operators, retailers (Selfridges, Edeka, Amazon), and retail consumers across 14+ countries.
- Company typePrivate
- Founded2018
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Stroodles does
Stroodles is a London-based, privately held sustainable consumer goods company founded in 2018 by Maxim Gelmann. It manufactures and distributes 100% biodegradable, edible single-use tableware as direct alternatives to plastic and paper products. The core product range comprises pasta straws (durum wheat semolina + water) and rice straws (allergen-free); biscuit-based edible spoons, sporks and chip forks; wheat bran plates and munch bowls; and wafer-based edible cups manufactured by Cupffee in Bulgaria. The products are vegan, halal-certified, decompose in approximately 30 days, and are engineered to deliver functional parity with plastic (e.g., pasta straws lasting 1+ hour in cold drinks, wheat bran plates microwave/oven safe, wafer cups heat resistant to 85°C). No patents or proprietary technology filings are disclosed; differentiation rests on formulation, brand presentation (the Mr. Stroodles mascot) and partnership-driven distribution rather than protected IP. The company is headquartered in London (85 Great Portland Street) with a secondary Durham office, and employs 1–10 people.
The business operates a dual-channel go-to-market model. Direct-to-consumer sales run through a Shopify e-commerce storefront (stroodles.co.uk) with a dedicated trade zone for bulk orders; wholesale distribution reaches customers via premium UK department stores (Selfridges, Fenwicks), major European supermarkets (Edeka in Germany, Budnikowsky), Amazon marketplace, food-service equipment distributors (Jestic, Delonghi, Carpigiani), and independent retailers across 14+ countries. Revenue mechanics are one-time product sales with volume-based trade pricing, a commission-based brand ambassador and affiliate program, custom-branded corporate gifting, and educational activity kits for children. Customer segments are led by B2B hospitality (bars, restaurants, hotels, caterers, event venues) and B2B retail (supermarkets, department stores, gift stores, health food retailers), supplemented by retail consumers, the children's/family market, and corporate gifting. Stroodles received notable press coverage in 2019 (Fast Company, The Economist, HuffPost, The Guardian, BBC, Metro) and appeared on BBC Dragons' Den, and has run the #MakeASplash ocean-cleanup campaign in partnership with Clean Ocean Sailing. The company completed a single disclosed funding round of approximately $277,399 via Crowdcube in November 2019; no subsequent institutional round or revenue figure is publicly disclosed.
Stroodles firmographics
Firmographics- Name
- Stroodles
- Legal name
- Stroodles - The Pasta Straws
- Website
- https://stroodles.co.uk
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Stroodles is a London-based sustainable consumer goods company that designs, manufactures and sells 100% biodegradable, edible single-use tableware (pasta and rice straws, biscuit spoons, wheat bran plates and bowls, wafer cups) to hospitality operators, retailers (Selfridges, Edeka, Amazon), and retail consumers across 14+ countries.
- Ownership category
- akta.pro rank
Stroodles industry classification
Industry- Product category
- Edible Eco-Tableware
- NAICS
- Cookie, Cracker, and Pasta Manufacturing (31182), Food Manufacturing (311), Other Snack Food Manufacturing (311919)
- SIC
- Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090), Cookies & Crackers (2052)
- akta.pro primary industry
- Disposable Tableware (Plates, Cups, Cutlery) (CRAJAGAG)
- akta.pro secondary industry
- Noodle Manufacturing (instant, ramen, rice noodles) (AFAKABAC)
Keywords
Where Stroodles is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Stroodles business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Others
Revenue model
- E-commerce Product Sales: Direct-to-consumer and trade sales through Shopify e-commerce platform (stroodles.co.uk). Products sold in retail packs and bulk trade quantities with volume-based pricing.
- Wholesale/Retail Distribution: Supply to retailers, supermarkets, hotels, restaurants, and catering companies. Volume-based pricing for bulk orders.
- Corporate Gifting and Customisation: Custom branded products with company logos, pack customisation, and co-branded marketing materials for corporate gifting.
- Activity Kits and Party Products: Educational foodie activity kits for children, sold as boxed gifts or party bags. Includes recipes, ingredients, and edible tableware.
- Brand Ambassador and Affiliate Sales: Commission-based sales through brand ambassadors who earn commission on sales using unique codes. 10% discount offered to referred customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Rice Pasta Straws retail packs |
| Unit Pricing | Pay-as-you-go | Edible Spoons retail packs |
| Unit Pricing | Pay-as-you-go | Edible Plates retail |
| Unit Pricing | Pay-as-you-go | Trade bulk - Rice Straws |
| Unit Pricing | Pay-as-you-go | Trade bulk - Edible Spoons |
| Unit Pricing | Pay-as-you-go | Trade bulk - Munch Bowls |
| Unit Pricing | Pay-as-you-go | Trade bulk - Edible Cups |
| Unit Pricing | Pay-as-you-go | Activity Kits |
| Unit Pricing | Pay-as-you-go | Bundle Products |
| Unit Pricing | Pay-as-you-go | Eco-Kits |
| Unit Pricing | Pay-as-you-go | Sample Pack for Trade |
Go-to-market motion4 records
Distribution channels8 records
Marketing channels12 records
Stroodles product offering
Product offeringCore offering
Stroodles manufactures and sells 100% biodegradable, edible single-use tableware products (pasta straws, rice straws, edible spoons/sporks/chip forks, wheat bran plates and bowls, and edible wafer cups) as sustainable alternatives to single-use plastics. Products are sold in retail packs to individual consumers through e-commerce and in bulk trade quantities to bars, restaurants, hotels, caterers, and retailers (department stores, supermarkets) globally.
Product overview
Stroodles is an eco-tableware company offering a comprehensive range of 100% biodegradable, edible single-use tableware products as alternatives to plastic. The product portfolio centres on four core edible tableware categories: Pasta Straws (made from durum wheat and water) and Rice Straws (allergen-free, made from rice flour) for drinking; Edible Spoons, Sporks, and Chip Forks (biscuit-based cutlery in various sizes and flavours) for eating; Edible Plates and Munch Bowls (made from wheat bran) for serving meals; and Edible Cups (wafer-based, branded Cupffee) for hot and cold beverages. Complementing the core tableware range, Stroodles offers Eco-Kits (foodie activity kits for children featuring edible tableware and educational content) and Product Bundles (curated combinations of tableware for events, parties, and gifting). The company positions itself as a movement for conscious consumerism, emphasising that its products require no behavioural change from users while providing functional performance comparable to plastic alternatives.
Differentiator
Problem solved
Functional benefit
Brands
- Stroodles Activity Kits: Award-winning eco-friendly foodie activity kits for children that combine recipes with edible tableware, created in partnership with Diddy Diners
Products and services
- Pasta Straws Pasta straws made from durum wheat semolina and water. 100% biodegradable, vegan, edible, flavourless, lasting over 1 hour in cold drinks. Decompose naturally and become food for sea life if entering oceans. Sold to hospitality venues and individual consumers.
- Rice Straws Allergen-free rice flour straws that are flavourless, last over 1 hour in cold drinks, and are 100% biodegradable. Available in multiple sizes (cocktail, standard, medium, bubba) and colours (black, white).
- Edible Spoons Biscuit-based edible spoons made from various flours. Available in multiple sizes (ice cream spoons 6.8-7cm, dessert spoons 8.7cm, large spoons 13-14cm) and flavours (classic, cocoa, oat, choc). Hold integrity for up to 1 hour in cold meals and 30 minutes in warm meals. Edible and 100% biodegradable.
- Edible Sporks Edible single-use biscuit sporks combining spoon and fork functionality. Made from different flours and available in classic flavour.
- Edible Chip Forks Biscuit chip forks in ketchup flavour for use with french fries, onion rings, skewers, sausages, fruits and vegetables. Edible and 100% biodegradable.
- Edible Plates Eco plates made from 100% wheat bran, 30-day compostable, biodegradable, vegan-friendly, and suitable for hot and cold meals. Can be used in classic ovens or microwave ovens.
- Edible Munch Bowls Edible wheat flour and bran bowls available in sweet and savoury flavours. 100% biodegradable, halal-certified, GMO-free, and hold hot and cold liquids for up to 1.5 hours. Taste similar to Ryvita.
- Edible Cups (Cupffee) Edible wafer cups manufactured by Cupffee, available in 110ml and 220ml sizes. Made from natural grains, suitable for hot (up to 85°C for 40 minutes) and cold drinks, remain crispy for up to 12 hours after consumption. 100% biodegradable and vegan.
- Stroodles Activity Kits (Eco-Kits) Award-winning foodie activity kits for children (3+) combining educational activities with edible tableware. Includes recipe ingredients, activity booklets, and Stroodles edible straws or spoons. Available as boxed kits for gifting or party bags.
Quantifiable outcome
- Products decompose in 30 days (vs. paper straws at 1 month, plastic at centuries)
- +4 more outcomes
Companies that use Stroodles
Customer profileNamed customers28 records
Segments6 records
Ideal customer profiles6 records
Stroodles technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Stroodles partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core, minor and flagship.
- Clean Ocean SailingcoreCharity partnership for #MakeASplash ocean cleanup campaign. Stroodles supports Clean Ocean Sailing's mission to clean inaccessible beaches from ocean plastics. Partnership includes Isle of Scilly clean-up expedition, sail design competition, and ongoing awareness campaigns about ocean plastic pollution. Clean Ocean Sailing uses Annette, a 113-year-old sailing boat, to access coves inaccessible by land.
- Diddy Diners (Josephine Fernando)coreCollaboration to create Stroodles Activity Kits - award-winning foodie activity kits for children. Combines Stroodles' sustainable tableware with Diddy Diners' educational food activities. Josephine Fernando is co-founder of Activity Kits line. Products teach children about natural ingredients and sustainability through hands-on cooking activities.
- Nanny LouennaminorCollaboration on 'Pesto Pasta and Gnocchi' Growing and Recipe Eco-kit. Creator provides recipe expertise and content for the eco-recipe kit.
- CupffeecoreManufacturing partner for edible wafer cups. Cupffee produces the edible cup products that Stroodles distributes. Products made in Bulgaria (EU) from natural grains, heat resistant up to 85°C, biodegradable and edible.
- SelfridgesflagshipPremium UK department store stocking Stroodles products including activity kits. Flagship retail partnership demonstrating brand positioning.
- FenwicksflagshipUK department store stocking Stroodles Activity Kits. Flagship retail partnership.
- EdekaflagshipMajor German supermarket chain (largest in Germany) stocking Stroodles products. Key partnership for European market expansion.
- AmazoncoreGlobal online marketplace retailer for Stroodles products. Enables worldwide direct-to-consumer sales.
- CarpigianiminorIce cream equipment manufacturer partnership. Customers using Carpigiani equipment can incorporate Stroodles edible cups for sustainable ice cream service.
- JesticcoreHospitality equipment distributor supplying Stroodles Cupffee cups to food service operators.
- DelonghiminorAppliance manufacturer partnership for hot drink applications. Stroodles cups work with Delonghi coffee machines for sustainable serving.
- YumblesminorUK online health food retailer stocking Stroodles products.
- MusgraveminorIrish food and beverage wholesale company distributing Stroodles in Ireland.
- Food for ThoughtminorUK independent health food retailer stocking Stroodles.
- Healthy SuppliesminorUK online health food store stocking Stroodles products.
- Big BarnminorUK local food network/marketplace supporting independent food producers.
- ReuziminorIrish zero-waste store brand stocking Stroodles.
- KamiminorRetail partner for Stroodles products.
- SquizzasminorUK independent retailer stocking Stroodles.
- BudnikowskyminorGerman drugstore chain stocking Stroodles.
Scale indicators7 records
Recent moves6 records
Expansion highlights7 records
Stroodles competitors and assessment
Company assessmentDirect peers
- Loliware: Loliware makes edible straws and cocktailware from seaweed-based materials. It is a direct competitor to Stroodles, targeting the same hospitality and retail customers with edible, plastic-free drinking solutions and pursuing a similar premium, sustainability-led brand position.
- Sorbos: Sorbos is a Spanish manufacturer of edible, flavored straws. It competes head-to-head with Stroodles on the same core product (edible straws) for bars, hotels, and event customers across Europe, with overlapping distribution through hospitality wholesalers.
- Cupffee: Cupffee is a Bulgarian edible cup manufacturer and Stroodles' explicit manufacturing partner. It sells edible wafer cups directly into overlapping hospitality and foodservice accounts, making it a partner-competitor that competes in the same edible-cup category.
- Notpla: Notpla makes seaweed-based edible and compostable packaging, including sachets and films used by hospitality and foodservice customers. It competes for the same single-use-plastic-replacement budget at venues and events, with deeper VC backing and a broader packaging portfolio.
Emerging players
- Kanèsis: Kanèsis produces hemp-based biodegradable straws and tableware aimed at eco-conscious hospitality operators. It overlaps with Stroodles on straw products and the sustainability-led GTM, but focuses on industrial hemp rather than edible formats.
Broad incumbents
- Footprint (Footprint Group): Footprint is a US-based plant-based food packaging company producing compostable bowls, cups, cutlery, and straws for major foodservice and grocery customers. It overlaps with Stroodles across the broader sustainable-disposable-tableware category at much larger scale.
- Huhtamäki (Huhtamaki): Huhtamaki is a major global foodservice packaging manufacturer producing fiber-based and bio-degradable disposable tableware. It competes with Stroodles for hospitality and event accounts but as a broad incumbent rather than an edible-niche specialist.
- Vegware: Vegware is a specialist in plant-based compostable foodservice packaging (cups, containers, cutlery) widely used by UK and EU hospitality operators. It competes with Stroodles for the same sustainability-focused foodservice customers but uses fiber-based not edible tableware.
Others
- TIPA Vision Ltd. TIPA develops fully compostable flexible packaging films for food and beverage. It is an adjacent player in the broader sustainable-packaging ecosystem rather than a direct competitor to Stroodles' edible products, but competes for the same end-customer sustainability budgets.
Regional players
- Biopak (BioPak): BioPak is an APAC-focused (notably Australia) compostable foodservice packaging supplier offering cups, cutlery, and straws. It overlaps with Stroodles on the sustainability narrative for hospitality customers but operates in different geographies with non-edible fiber products.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Stroodles social profiles
Digital presenceStroodles financial estimates
Financial estimateRevenue estimate
Valuation estimate
Stroodles leadership team
Management profileNumber of profiles
Profiles12 records
Stroodles funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Stroodles M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Stroodles
What does Stroodles do?
Stroodles manufactures and sells 100% biodegradable, edible single-use tableware products (pasta straws, rice straws, edible spoons/sporks/chip forks, wheat bran plates and bowls, and edible wafer cups) as sustainable alternatives to single-use plastics. Products are sold in retail packs to individual consumers through e-commerce and in bulk trade quantities to bars, restaurants, hotels, caterers, and retailers (department stores, supermarkets) globally.
Is Stroodles a public or private company?
Stroodles is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Stroodles founded?
Stroodles was founded in 2018. It employs 1 to 10 people.
Where is Stroodles based?
Stroodles is headquartered in London, United Kingdom, in the Europe region.
How does Stroodles make money?
Five revenue lines are on record. E-commerce Product Sales are the primary driver. The others are wholesale/Retail Distribution, corporate Gifting and Customisation, activity Kits and Party Products and brand Ambassador and Affiliate Sales.
Who are Stroodles's main competitors?
Direct peers on record are Loliware, Sorbos, Cupffee and Notpla. Kanèsis is listed as an emerging player. Broad incumbents are Footprint (Footprint Group), Huhtamäki (Huhtamaki) and Vegware. TIPA Vision Ltd. is listed as an others. Biopak (BioPak) is listed as a regional player.
Does Stroodles have an API?
No public API is recorded for Stroodles.
What industry is Stroodles in?
Stroodles's product category is Edible Eco-Tableware. Its primary akta.pro industry code is CRAJAGAG, Disposable Tableware (Plates, Cups, Cutlery), with a secondary code of AFAKABAC, Noodle Manufacturing (instant, ramen, rice noodles). Its NAICS code is 31182 and its SIC code is 2000.