Linas Matkasse
Linas Matkasse is a Sweden-based direct-to-consumer meal kit subscription service offering weekly home delivery of recipe-based grocery boxes to approximately 90% of Swedish households, with 150+ weekly recipes and machine-learning-driven personalization, operating under parent company Cheffelo.
- Company typePrivate
- Founded2009
- HeadquartersSpånga, Sweden
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Linas Matkasse does
Linas Matkasse is a Sweden-based direct-to-consumer meal kit subscription service operating as a brand under Cheffelo Sweden AB, the Swedish subsidiary of the Cheffelo group. Founded around 2008-2009 and headquartered in Sundbyberg, the company delivers weekly meal kits with fresh, locally-sourced ingredients and nutritionally-calculated recipes to approximately 90% of Swedish households. Customers select 3-5 meals per week for 2, 4, or 6 people, drawn from a library of 150+ weekly recipes across six dietary categories — Familjefavoriter (family meals), Snabbt & Lättlagat (quick 15-20 min meals), Vegetariskt, Laktosfri, Glutenfri, and the recently launched Kalorismart (max 550 kcal per portion, min 150g vegetables) — plus a Kockens Val (Chef's Choice) line. Orders and subscriptions are managed through a self-serve website (linasmatkasse.se) and native iOS/Android applications, with no binding commitment and weekly pause/skip/cancel options.
The technology stack centers on a proprietary machine-learning personalization engine that analyzes customer preferences and purchase history to generate individualized meal recommendations, supplemented by an OpenAI-powered sentiment analysis pipeline applied to customer reviews for quality assurance. The product ecosystem extends beyond meal kits into Linas Matbutik, an online grocery add-on store for dairy, breakfast, and pantry items, alongside a tiered loyalty program (Linas Kundklubb) with bronze/silver/gold membership levels and digital gift cards (250-3,000 SEK denominations). Revenue is generated through weekly recurring subscriptions, add-on purchases, gift card sales, and loyalty-driven repeat purchases; customer acquisition flows through content marketing, SEO, email, social media, app store presence, and referrals.
Linas Matkasse has historically pursued a Nordic consolidation strategy, acquiring Streekmolen (2015), Keittiökaveri in Finland (2016), RetNemt.dk in Denmark (2016), and Godtlevert.no in Norway (2017) to build a pan-Nordic presence under the Cheffelo umbrella. The parent Cheffelo group reported Q2 2026 quarterly turnover of 331 million SEK, up approximately 26% year-over-year from 262 million SEK in the prior-year period. The Swedish Linas Matkasse brand serves as the flagship domestic offering within this multi-country group; the company employs 251-500 people.
Linas Matkasse firmographics
Firmographics- Name
- Linas Matkasse
- Legal name
- Cheffelo Sweden AB
- Website
- https://linasmatkasse.se
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Linas Matkasse is a Sweden-based direct-to-consumer meal kit subscription service offering weekly home delivery of recipe-based grocery boxes to approximately 90% of Swedish households, with 150+ weekly recipes and machine-learning-driven personalization, operating under parent company Cheffelo.
- Ownership category
- akta.pro rank
Linas Matkasse industry classification
Industry- Product category
- Meal Kit Subscription Services
- NAICS
- Food Service Contractors (72231), Caterers (722320)
- SIC
- Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Direct-to-Consumer Meal Kit Subscriptions (CRAHAJAA)
- akta.pro secondary industries
- Premium Gourmet & Chef-Curated Meal Kits/Prepared Meals (CRAHAJAK), Meal Kits & Recipe Box Delivery (CRAFAFAD), Meal Kits & Recipe Box Subscriptions (AFAIANAA)
Keywords
Where Linas Matkasse is headquartered
LocationHeadquarters
- HQ city
- Spånga
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Linas Matkasse business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Meal Kit Subscription: Recurring subscription revenue from weekly meal kit deliveries. Customers choose 3-5 meals for 2, 4, or 6 people. Subscription auto-renews weekly with ability to pause, skip, or cancel.
- Linas Matbutik (Add-on Products): Supplementary products including dairy, breakfast items, and pantry goods available for add-on orders alongside meal kits. Customers can also set up recurring subscriptions for regularly purchased items.
- Gift Cards: Prepaid gift cards sold in denominations of 250 kr, 750 kr, 1000 kr, and 3000 kr. Valid for one year from purchase date.
- Customer Club (Linas Kundklubb): Free loyalty program with bonus points earned on purchases. Points redeemable for discount coupons. Membership levels: bronze, silver, gold based on points accumulated over 3-month periods.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Weekly | Subscription meal kit with variable portion sizes |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Linas Matkasse product offering
Product offeringCore offering
Linas Matkasse is a subscription meal kit service that delivers fresh, locally-sourced ingredients and chef-developed, nutritionally-calculated recipes directly to customers' homes across Sweden on a weekly basis. Customers choose 3-5 meals for 2, 4, or 6 people from a selection of 150+ weekly recipes spanning categories such as Chef's Choice (Kockens Val), Family Favorites (Familjefavoriter), Quick & Easy (Snabbt & Lättlagat), Calorie-Smart (Kalorismart), Vegetarian, Lactose-Free, and Gluten-Free, with no binding subscription and full flexibility to pause, skip, or cancel. A proprietary machine learning personalization engine recommends dishes based on individual preferences and purchase history, while supplemental offerings include an online grocery store (Linas Matbutik), a loyalty program (Linas Kundklubb), and gift cards.
Product overview
Linas Matkasse is a subscription-based meal kit service offering weekly home delivery of fresh, locally-sourced ingredients with nutritionally-calculated recipes. The core offering consists of the main meal kit service supplemented by six specialized sub-brands: Familjefavoriter (family meals), Snabbt & Lättlagat (quick meals 15-20 min), Vegetariskt (vegetarian), Laktosfri (lactose-free), Glutenfri (gluten-free), and Kalorismart (calorie-smart under 550 kcal). An additional Kockens Val (Chef's Choice) category offers customer-rated favorites. The product ecosystem also includes Linas Matbutik (online grocery store), a loyalty program (Linas Kundklubb), gift cards, and a mobile app for iOS and Android. All offerings are non-binding subscriptions operated by parent company Cheffelo Sweden AB.
Differentiator
Problem solved
Functional benefit
Brands
- Linas Matkasse: Meal kit subscription service offering customizable weekly dinner boxes with home delivery in Sweden
- Linas Kundklubb
- Linas Matbutik
Products and services
- Linas Matkasse Core Meal Kit Service Sweden's long-running meal kit subscription service delivering fresh, locally-sourced ingredients and nutritionally-calculated recipes weekly to customers' doors. Customers choose 3-5 meals for 2, 4, or 6 people from 150+ weekly recipes with no binding period, full customization, and flexible skip/pause/cancel management through the website or mobile app.
- Kockens Val (Chef's Choice) Chef's Choice meal category featuring beloved classics and exciting new dishes. All recipes in this category carry a minimum 4-star rating from existing customers, representing reliable favorites the broader customer base enjoys.
- Familjefavoriter (Family Favorites) Family-oriented meal category featuring easy-to-prepare recipes with flavors suitable for both adults and children, without strong spices. Includes well-known classics and inspiring dishes from around the world, designed to be ready in 30 minutes or less.
- Snabbt & Lättlagat (Quick & Easy) Quick meal category featuring recipes that take 15-20 minutes to prepare, with pre-cut vegetables and ready-made sauces to reduce cooking time on busy weeknights.
- Vegetariskt (Vegetarian) Vegetarian meal category featuring satisfying, balanced vegetarian recipes with varied international inspiration. Over 80 recipes available weekly for plant-based customers.
- Laktosfri (Lactose-Free) Lactose-free meal category with recipes developed by chefs and dietitians, nutritionally calculated according to Nordic guidelines and planned for minimal food waste, for lactose-intolerant or lactose-sensitive customers.
- Glutenfri (Gluten-Free) Gluten-free meal category allowing customers to build their own weekly menu from safe, nutritionally-calculated gluten-free recipes, for customers with celiac disease or gluten sensitivity.
- Kalorismart (Calorie-Smart) Calorie-smart meal category with nutritionally balanced light recipes, maximum 550 kcal per portion and at least 150g vegetables per portion, for calorie-conscious customers.
- Linas Matbutik (Online Grocery Add-On Store) Supplementary online grocery store allowing customers to complement their meal kit deliveries with dairy, breakfast, or pantry items. Also offers recurring subscription options for regularly needed household items.
- Linas Kundklubb (Customer Loyalty Club) Free customer loyalty club where members earn bonus points on purchases. Membership tiers (bronze, silver, gold) accumulate based on 3-month points activity with benefits such as free shipping, and points redeemable for discount coupons in the points shop.
- Presentkort (Gift Cards) Prepaid gift cards available in denominations of 250, 750, 1,000, and 3,000 SEK, redeemable for meal kit deliveries. Delivered as PDF via email after purchase and valid for one year from purchase date.
- Linas Matkasse Mobile App iOS and Android mobile application enabling customers to manage meal kit subscriptions, browse weekly menus, customize orders, and access account features 'Mina Sidor' on mobile devices.
Quantifiable outcome
- Minimal food waste - all recipes planned for minimal food waste
- +3 more outcomes
Companies that use Linas Matkasse
Customer profileSegments6 records
Ideal customer profiles4 records
Linas Matkasse technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability3 records
Feature3 records
Linas Matkasse partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights6 records
Linas Matkasse competitors and assessment
Company assessmentDirect peers
- HelloFresh: HelloFresh is the global #1 direct-to-consumer meal kit subscription service operating across Europe (including Sweden), the US, and Australia. It is the most direct competitor to Linas Matkasse in the Swedish market with overlapping product, target customer (families, time-pressed), and subscription model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Linas Matkasse social profiles
Digital presenceLinas Matkasse compliance and trust
Trust signalCompliance2 records
Linas Matkasse financial estimates
Financial estimateRevenue estimate
Valuation estimate
Linas Matkasse leadership team
Management profileNumber of profiles
Linas Matkasse funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Linas Matkasse M&A and investment
M&A and investmentM&A4 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Linas Matkasse
What does Linas Matkasse do?
Linas Matkasse is a subscription meal kit service that delivers fresh, locally-sourced ingredients and chef-developed, nutritionally-calculated recipes directly to customers' homes across Sweden on a weekly basis. Customers choose 3-5 meals for 2, 4, or 6 people from a selection of 150+ weekly recipes spanning categories such as Chef's Choice (Kockens Val), Family Favorites (Familjefavoriter), Quick & Easy (Snabbt & Lättlagat), Calorie-Smart (Kalorismart), Vegetarian, Lactose-Free, and Gluten-Free, with no binding subscription and full flexibility to pause, skip, or cancel. A proprietary machine learning personalization engine recommends dishes based on individual preferences and purchase history, while supplemental offerings include an online grocery store (Linas Matbutik), a loyalty program (Linas Kundklubb), and gift cards.
Is Linas Matkasse a public or private company?
Linas Matkasse is a private company. It is classified as private equity controlled and is currently operating.
When was Linas Matkasse founded?
Linas Matkasse was founded in 2009. It employs 251 to 500 people.
Where is Linas Matkasse based?
Linas Matkasse is headquartered in Spånga, Sweden, in the Europe region.
How does Linas Matkasse make money?
Four revenue lines are on record. Meal Kit Subscription is the primary driver. The others are linas Matbutik (Add-on Products), gift Cards and customer Club (Linas Kundklubb).
Who are Linas Matkasse's main competitors?
HelloFresh is listed as a direct peer.
Does Linas Matkasse have an API?
No public API is recorded for Linas Matkasse.
What industry is Linas Matkasse in?
Linas Matkasse's product category is Meal Kit Subscription Services. Its primary akta.pro industry code is CRAHAJAA, Direct-to-Consumer Meal Kit Subscriptions, with a secondary code of CRAHAJAK, Premium Gourmet & Chef-Curated Meal Kits/Prepared Meals. Its NAICS code is 72231 and its SIC code is 2030.