What Mills does

Mills AS is a Norwegian branded food production company founded in 1885 and headquartered in Oslo (Sofienberggt 19), with a manufacturing facility in Fredrikstad. The company produces margarine, mayonnaise, spreads, cooking oils, and plant-based foods under a multi-brand portfolio that includes Mills (flagship mayonnaise and kaviar), Melange, Delikat, Vita hjertego', Soft Flora, Olivero, and Plantego'. Technical differentiators include the Vita hjertego' Proaktiv plant-sterol formulation clinically documented to reduce cholesterol, rapeseed-oil-based spreads with a carbon footprint of 1.8 kg CO2e per kg (vs. 9.9 kg CO2e for dairy butter per NORSUS/RISE), and 100% recycled aluminum tubes across 21 million tubes produced annually.

The company operates three go-to-market channels. The largest is consumer packaged-goods sales through Norwegian grocery retail under the listed sub-brands, supported by a content-driven recipe website at mills.no with brand-specific subdomains and SEO-optimized recipe pages. A second channel, Mills Proffpartner, is a dedicated B2B professional food service operation that supplies canteens, restaurants, and gas stations through field account managers. The third channel supplies industrial and bakery customers in food production through a dedicated Mills Industri range. Pricing is set by retailers at shelf; Mills does not publish price tiers. Mills AS is a private Norwegian private limited company (AS), employs 251–500 people, and operates exclusively in the Norwegian market.

Name

Mills

Legal name

Mills AS

Website

https://mills.no

Company type

Private

Founded year

1885

Operating status

Operating

Headcount range

251–500 employees

Short description

Mills AS is a Norwegian branded food manufacturer founded in 1885, producing margarine, mayonnaise, spreads, cooking oils, and plant-based products under multiple sub-brands for Norwegian retail consumers, professional food service operators, and industrial bakery customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Packaged Goods (Retail): Mills AS sells branded consumer food products (margarine, mayonnaise, spreads, oils, plant-based products) to retail/grocery channels in Norway. Products include Mills mayo/kaviar, Soft Flora, Melange, Vita Hjertego', Olivero, Plantego', and Delikat brands. Revenue is generated through shelf sales at grocery retailers.
2. Professional / Food Service: Mills Proffpartner supplies Mills-branded products of high quality to canteens, restaurants, and gas stations through dedicated account managers. This B2B professional channel complements the consumer retail business.
3. Industrial / Bakery: Mills supplies industrial customers, primarily in food production and bakery sectors, with bulk ingredients and branded products.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Mills AS is a Norwegian food production company that manufactures and sells a multi-brand portfolio of margarine, mayonnaise, kaviar, spreads, cooking oils, plant-based products, and ready-to-eat sandwiches under brands including Mills, Soft Flora, Vita Hjertego', Olivero, Plantego', Melange, and Delikat. The company produces 21 million tubes annually at its Oslo headquarters and Fredrikstad manufacturing facility, supplying both Norwegian retail consumers and professional food service customers.

Product overview

Mills AS is a Norwegian food and condiment company operating as a multi-brand portfolio of spreads, mayonnaises, and food products. The core offerings include Mills Majones and Mills Kaviar as flagship condiment brands, supplemented by new specialty mayonnaise products (Burgermajo, Asiatisk majo, Sriracha majo) and ready-to-eat Toasty sandwiches. The portfolio includes sub-brands Soft Flora (rapeseed oil-based spreads including Original, Lett, Uten melk og soya, and Steke og Bake), Vita hjertego' (heart-healthy margarines including Margarin, Lett, Flytende, Proaktiv, Optimal olje, Lettmajones, Grønnsakspostei, and Ovnsbakt leverpostei), Olivero (olive oil spread), and Plantego' (plant-based vegetable spreads). B2B services include Mills Proffpartner for professional food service and Mills Industri for industrial customers.

Differentiator

Problem solved

Functional benefit

Brands

• Mills: Main brand behind products like mayonnaise and caviar
• Melange
• Delikat
• Vita hjertego'
• Soft Flora
• Olivero
• Plantego'

Products and services

• Mills Majones The core Mills mayonnaise product, a flagship condiment brand for the company sold through Norwegian retail grocery channels.
• Mills Kaviar The core Mills caviar spread product, another flagship condiment brand sold through Norwegian retail grocery channels.
• Mills Burgermajo Burger-specific mayonnaise spread designed for use on hamburgers, sold through Norwegian retail grocery channels.
• Mills Asiatisk majo Asian-style mayonnaise spread with Asian-inspired flavors, sold through Norwegian retail grocery channels.
• Mills Sriracha majo Sriracha flavored mayonnaise spread sold through Norwegian retail grocery channels.
• Toasty Urban Ham Ready-to-eat toast sandwich with urban ham topping sold through Norwegian retail grocery channels.
• Toasty Chicken Club Ready-to-eat toast sandwich with chicken club topping sold through Norwegian retail grocery channels.
• Toasty Tuna Melt Ready-to-eat toast sandwich with tuna melt topping sold through Norwegian retail grocery channels.
• Soft Flora Original Soft spread made from rapeseed oil, with mild taste, spreads directly from refrigerator, marketed as a low-climate-impact plant-based alternative to dairy butter.
• Soft Flora Lett Reduced fat version of Soft Flora, an alternative for those looking to reduce fat intake.
• Soft Flora Uten melk og soya Plant-based spread designed for those with milk or soy intolerance or allergies.
• Soft Flora Steke og Bake Spread suitable for both frying and baking, ideal for pie crusts, pizza swirls, and muffins.
• Vita Hjertego' Margarin Plant margarine made from rapeseed and sunflower oil for heart-healthy alternatives to butter.
• Vita Hjertego' Lett Reduced calorie version for heart-healthy bread spreading.
• Vita Hjertego' Flytende Liquid margarine suitable for frying and in cooking or other recipes.
• Vita Hjertego' Proaktiv Light margarine with documented cholesterol-reducing effect, containing plant sterols (can reduce cholesterol by 7-10% in 2-3 weeks at 1.5-2.4g plant sterols daily).
• Vita Hjertego' Optimal olje Ideal blend of rapeseed, sunflower, and olive oil for cooking, frying, baking, marinating, and dressings.
• Vita Hjertego' Lettmajones Mayonnaise made with rapeseed and sunflower oil blend that has a beneficial effect on cholesterol.
• Vita Hjertego' Grønnsakspostei Vegetable pate made with chickpeas, carrots, and broccoli, completely without meat.
• Vita Hjertego' Ovnsbakt leverpostei Classic oven-baked liver pate with fat from liver and pork replaced with rapeseed oil.
• Olivero Spread combining the health benefits of olive oil with good butter taste, suitable for bread, soups, and salads.
• Plantego' Middelhavssalat Mediterranean bean and olive salad containing three different beans (kidney, cannellini, soy) plus chickpeas.
• Plantego' Avokado Plant-based vegetable spread made with avocado and chickpeas.
• Mills Proffpartner B2B service delivering Mills products to canteens, restaurants, and gas stations through dedicated account managers.
• Mills Industri Industrial customer service segment supplying food production and bakeries with bulk Mills-branded products and ingredients.

Quantifiable outcome

• Soft Flora has a carbon footprint of 1.8 kg CO2e per kg, compared to 9.9 kg CO2e per kg for dairy butter — a 5.5x lower climate impact per kg, validated by NORSUS study quality-assured by RISE.
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• MatsentralencoreStrategic or Co-development PartnerMills AS has partnered with Matsentralen (the Norwegian Food Bank) for many years. Approximately weekly, date-expired goods and products that cannot be sold through other channels are collected by Matsentralen to distribute to those in need. This partnership supports food waste reduction and social welfare in Norway.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Bunge Limited: Global agribusiness and oilseed processor with a refined-oils and B2B food-ingredients business. Comparable as a major buyer/processor of rapeseed and sunflower oils that also supplies margarine and bakery customers.
• Conagra Brands: US-listed packaged-foods major with a margarine and spreads portfolio plus frozen and shelf-stable foods. Broad incumbent with overlapping category exposure though primarily North American in focus.
• Premier Foods plc: UK branded-foods manufacturer with spreads, condiments, and ambient grocery ranges. Comparable as a mature branded-foods portfolio company serving grocery retail in a single dominant home market.
• Unilever PLC: Global CPG major with Flora/Becel/ProActiv in spreads and Hellmann's in mayonnaise. Broad incumbent competing against Mills in the same branded-spreads and mayo categories across Norwegian grocery, but as part of a far larger portfolio.

Regional players

• Arla Foods amba: Scandinavian dairy cooperative producing butter, spreads, and yogurt across Northern Europe. Comparable as a regional dairy/food peer overlapping Mills' spread-and-bread-occasion categories in the Nordics.
• Tine SA: Norwegian dairy cooperative producing butter, spreads, and adjacent branded foods. Comparable Norwegian-headquartered food manufacturer competing for similar spread and condiment occasions on Norwegian retail shelves.

Direct peers

• Kavli Holding AS: Scandinavian branded-foods group operating in spreads, condiments, and cheese across the Nordics. Closely comparable as a regional multi-brand food manufacturer with Norwegian/Scandinavian retail presence.
• Upfield: Global dedicated spreads and margarine company (Flora, Bertolli, ProActiv, Becel) and the most direct international competitor to Mills' Soft Flora, Melange, and Vita Hjertego' product lines across plant sterols and plant-based spreads.
• Orkla ASA: Large Norwegian/Scandinavian branded-consumer-goods conglomerate with broad food and spreads portfolios across the Nordics. Highly comparable as a Norway-anchored multi-brand food manufacturer serving overlapping retail and B2B channels.
• AAK AB: Swedish-Danish oils-and-fats specialist supplying specialty vegetable oils and fats to food manufacturers and bakeries. Comparable as a Scandinavian oils/fats peer with overlapping bakery-industrial customers and rapeseed-oil expertise.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mills
• LinkedInlinkedin.com/company/mills-as

Revenue estimate

Valuation estimate

Number of profiles

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 Mills