Beans in Cup

What Beans in Cup does

Beans in Cup AB is a Swedish privately held workplace refreshment services company headquartered in Solna and operating nationwide through 25+ local offices. Founded in 2017, it serves Swedish businesses and public-facing workplaces via three product pillars: Kaffe p\u00e5 jobbet (workplace coffee), Mat p\u00e5 jobbet via Fresh Bites (workplace food coolers and automated retail), and Vatten p\u00e5 jobbet (workplace water solutions). Its core differentiator is the Smakl\u00f6fte (Taste Promise)\u2014an ongoing machine-calibration and bean-selection service backed by in-house tasting expertise (Smakansvarig, Kaffem\u00e4stare) and centred on the proprietary EVOlution coffee machine with ABS and MilkCare settings, alongside a portfolio of third-party machines (Jura, Nio, Zia, WMF, Thermoplan, Bonamat, OptiBean).

Underlying technology includes IoT-connected machines enabling proactive replenishment and service (deployed at SEB Arenastaden across 63 service points), Fresh Bites smart food coolers, and Fresh Bites Just Go\u2014a camera-based, checkout-free retail concept using ceiling-mounted cameras for automatic product scanning and card debiting. The company also offers Fresh Bites Scan and Go RFID-style checkout and an online customer portal (mitt.beansincup.se) for account management. Certifications include ISO 14001, the Nordic Swan Ecolabel (worked with since 2015), KRAV, Fairtrade, EU-organic, Rainforest Alliance, and UTZ\u2014credentials that named customers cite as decisive in vendor selection.

Revenue is generated through recurring service contracts covering machine rental, bean supply, preventive maintenance, and on-site replenishment, augmented by per-transaction revenue from Fresh Bites food retailing (card, prepaid Scan and Go account, or invoice) at customer workplaces. Go-to-market is direct enterprise sales via a four-step consultative process (needs assessment, product selection, installation, ongoing service) supported by a national field service fleet. Pricing is quote-based and not publicly disclosed. The company has executed two acquisitions/mergers in three years (Kaffestyrkan i Enk\u00f6ping in 2022 and the HGM Dryckservice AB merger in December 2024) to consolidate geographic density and customer base.

Name

Beans in Cup

Legal name

Beans in Cup AB

Website

https://beansincup.se

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Short description

Beans in Cup AB is a Swedish workplace refreshment services company providing coffee, food (Fresh Bites), and water solutions to businesses across Sweden via subscription-based machine rental, consumable supply, and a national field service network spanning 25+ local offices.

Ownership category

akta.pro rank

Product category

Workplace Refreshment Services

NAICS

Food Service Contractors (72231), Food Service Contractors (722310)

SIC

Beverages (2080)

akta.pro primary industry

Coffee (Roasted, Ground, Whole Bean) (CRADAHAG)

akta.pro secondary industry

Beverages-to-Go (Coffee, Smoothies, Juices, Fountain/Dispensed) (CRAHAKAI)

Keywords

• Workplace coffee services
• Office refreshment solutions
• Micro-market vending
• Workplace water dispensers
• Office food coolers

Headquarters

HQ city

Solna

HQ country

Sweden

HQ region

Europe

Offices25 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Coffee machine and service rental/supply: Beans in Cup provides coffee solutions (machines, beans, service) to workplaces across Sweden. Revenue is generated through supplying and maintaining coffee machines, delivering coffee and related ingredients, and ongoing service. The company also provides Fresh Bites food coolers and water solutions on a similar service model.
2. Fresh Bites food and beverage retail: Fresh Bites operates as a workplace food and beverage retail service where employees purchase items directly. Payment methods include credit/debit card, prepaid account balance (Scan and Go), or invoice. The company generates per-transaction revenue from these retail sales.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Beans in Cup provides workplace coffee, food, and water services to Swedish businesses, supplying and maintaining coffee machines, food coolers, and water dispensers on subscription-style service contracts. The company offers its proprietary EVOlution coffee machine as well as multi-brand machines (Jura, WMF, Nio) and operates Fresh Bites unmanned food coolers using Just Go camera-based checkout technology.

Product overview

Beans in Cup provides a comprehensive workplace refreshment service in Sweden covering three core pillars: coffee (Kaffe på jobbet), food (Mat på jobbet via Fresh Bites), and water (Vatten på jobbet). The core offering is built around the Smaklöfte (Taste Promise) — a taste guarantee ensuring perfectly calibrated coffee at every cup — supported by Smakverket, a tailored coffee concept that customizes bean selection and flavor profiles to individual workplaces. The portfolio includes a range of professional coffee machines (both own-brand such as EVOlution and third-party brands including Jura, Nio, Zia, WMF, Thermoplan, Bonamat, and OptiBean) offered through service/rental agreements. Fresh Bites provides 24/7 food cooler solutions including Fresh Bites Just Go (camera-based checkout), Fresh Bites Scan and Go, and standard food coolers, all supported by a customer account system. An optional Svanenmärkt (Swan-labelled) certified coffee service adds independent environmental verification. The company also provides a customer portal (Kundportalen) for account management.

Differentiator

Problem solved

Functional benefit

Products and services

• Kaffe på jobbet (Coffee at Work) Subscription-based workplace coffee service that delivers, installs and maintains coffee machines and supplies for offices and workplaces across Sweden.
• Fresh Bites (Food Coolers) Unmanned self-service food cooler installed at workplaces, using Just Go camera-based checkout so employees can grab a meal and be auto-charged; provides workplaces with around-the-clock access to fresh food without on-site staff.
• Vatten på jobbet (Water at Work) Workplace water dispenser service supplying filtered still and sparkling water to offices as a healthier alternative to bottled water.
• Smakverket (Coffee Concept) Beans in Cup's proprietary bean and roast concept positioned for customers seeking a premium, signature coffee experience in the workplace.
• Multibrand Coffee Machines (Jura, WMF, Nio) Range of premium third-brand bean-to-cup and capsule coffee machines resold or installed as part of the workplace coffee service for offices with different capacity or quality needs.
• EVOlution Coffee Machine Beans in Cup's own proprietary bean-to-cup coffee machine developed and branded by the company, installed at customer workplaces.
• Kundportalen (Customer Portal) Online portal that lets customer workplaces place orders, track deliveries, manage machines, and handle service requests.

Quantifiable outcome

• 1 million+ cups of coffee served per year at Bilprovningen alone
• +1 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• PamicaminorOthersPamica provides Beans in Cup's whistleblowing (visselblåsning) reporting channel and portal. Whistleblowers are redirected to Pamica's platform (pamica.whistlelink.com) where they can report concerns anonymously, track their case, and receive follow-up.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Selecta: Pan-European office coffee service and vending operator with the same B2B workplace coffee + food + beverage model; comparable recurring service revenue model and nationwide technician network across multiple countries.
• Pelican Rouge: European office coffee service provider operating a workplace coffee + vending model very similar to Beans in Cup, including own-brand machines, bean sourcing, and field service across multiple European markets.
• Johan & Nyström: Swedish specialty coffee roaster with a strong office and café wholesale channel in Sweden; directly comparable to Beans in Cup on Swedish B2B workplace coffee service.

Emerging players

• Rhea Vendors Group: Italian manufacturer of professional automatic coffee machines for OCS and vending channels; partner/competitor dynamic with workplace operators like Beans in Cup who deploy machines alongside third-party equipment.

Broad incumbents

• JDE Professional (JACOBS DOUWE EGBERTS Pro): Global coffee incumbent with a professional/out-of-home division serving offices and foodservice with brands such as Douwe Egberts, Jacobs, Senseo and L'OR; overlaps directly with Beans in Cup's workplace coffee and tea service.
• Nespresso Professional: Nestlé Nespresso's business-to-business arm providing premium capsule coffee machines, capsules, and service to offices and hospitality; directly competes with Beans in Cup's premium workplace coffee positioning.
• Lavazza Professional: Italian coffee major operating a professional/office channel supplying espresso machines and coffee beans to workplaces and HoReCa; comparable in serving corporate customers with machine + bean recurring service model.

Regional players

• Arvid Nordquist (Kaffe): Swedish coffee and tea company with a sizeable workplace, HoReCa and grocery presence in Sweden; directly comparable B2B coffee service offering to Swedish offices.
• Löfbergs: Major Nordic (Swedish/Norwegian) coffee roaster with significant B2B workplace, HoReCa and retail distribution; comparable on coffee sourcing, roasting, and workplace coffee service to Swedish customers.
• Kahls Kaffe: Historic Swedish coffee roaster with B2B workplace and HoReCa distribution; competes in the Swedish office coffee service market that Beans in Cup serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCvp83Q46BBR8OITF7pHpbbg
• Facebookfacebook.com/beansincup
• LinkedInse.linkedin.com/company/beansincup
• Instagraminstagram.com/beansincupsverige

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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 Beans in Cup