Fritz Schur Consumer Products

What Fritz Schur Consumer Products does

Fritz Schur Consumer Products A/S (FSCP) is a Danish FMCG trading and distribution company founded in 1976 and headquartered in Copenhagen, operating as a wholly-owned subsidiary of the 5th-generation family-owned Fritz Schur Group (heritage dating to 1846). The company sits between brand owners/manufacturers on one side and retailers on the other, providing sales, marketing, distribution, and merchandising services across 11 European markets — the Nordic countries, DACH, BENELUX, and the United Kingdom — with a warehouse and pick-pack facility in Vordingborg (Denmark) and commercial or sourcing offices in Amsterdam and Indonesia. Its customer base spans food retail, non-food/DIY/home/garden, convenience (including 7-Eleven and Circle K), specialty trade, and online retail, served by 101–250 employees.

The product portfolio operates across four revenue streams: (i) principal-brand distribution for international owners such as Alpro, Danone, Bonduelle, Danerolles, Zelected Foods, Højer Pølser, and PEKA Potatoes; (ii) licensee cooperations such as Easis (beverages) and Morsø (firelighters); (iii) private-label supply, primarily in grill briquettes, household paper, and firelighters; and (iv) own-brand sales, where FSCP holds market-leader positions in BBQ fuel (QuickGlow, Nature, Zapp), flavored bottled water (Blue Keld), and lighters/firelighters (Tokai, Zapp, Quickstart, Nature). The platform architecture combines warehouse logistics, field-force in-store execution, key-account and trade-marketing management, and e-merchandising/e-tailing services, with digital tracking of sell-out performance. Underlying technology is described as a trading and distribution infrastructure with optimized order and logistics setup, rather than any proprietary AI or software platform.

The business model generates revenue through four distinct mechanics: distribution margins on principal-branded goods, licensing/royalty arrangements on licensee brands, procurement and supply margins on private-label volumes, and product sales on own brands. Pricing is quote-based and negotiated per customer/product with no public disclosure. The company is privately held with no external investors, no funding rounds, and no M&A activity disclosed; recent strategic activity is concentrated in product-line extensions (The Pink Stuff cleaning range launched May 2026 in Denmark) and geographic expansion of own-brand SKUs (Biobased Briquettes into France and the Netherlands in October 2025).

Name

Fritz Schur Consumer Products

Legal name

Fritz Schur Consumer Products A/S

Website

https://schur-consumer.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

101–250 employees

Short description

Fritz Schur Consumer Products A/S is a Danish FMCG trading company founded in 1976 that sells, markets, and distributes branded, private-label, and own-brand consumer products across Nordic, DACH, BENELUX, and UK markets for retailers and brand owners.

Ownership category

akta.pro rank

Product category

FMCG Distribution and Trading

SIC

Wholesale-Groceries & Related Products (5140), Wholesale-Groceries, General Line (5141), Wholesale-Paper & Paper Products (5110)

akta.pro primary industry

Nonfood Grocery & HBC Wholesale (Paper, Cleaning, Personal Care) (AFAIABAL)

akta.pro secondary industries

Specialty & Gourmet Foods Wholesale Distribution (CRAOAAAI), Natural, Organic & Health Foods Wholesale Distribution (CRAOAAAK)

Keywords

• FMCG distribution services
• Consumer goods trading
• Private label brands
• Brand distribution
• Retail merchandising

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Principal Brand Distribution: Working as distributor for brand owners, selling, marketing and distributing their brands to retailers. Revenue generated through margins on branded goods distribution.
2. License Brand Cooperation: Licensee cooperation with brand owners where they join competencies and brand power to launch new products in new categories. Revenue from licensing arrangements.
3. Private Label: Sourcing and supplying private label products to retailers worldwide, primarily in grill briquettes, household paper and firelighters. Revenue from procurement and supply margins.
4. Own Brands Sales: Developing and selling products under own brands including Nature of barbecuing, QuickGlow and Blue Keld. Market leader in BBQ fuel segment and flavored bottled water category.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels3 records

Core offering

Fritz Schur Consumer Products is a Danish consumer products trading company specializing in sales, marketing, and distribution of branded and private-label food and non-food products across Northern Europe. The company offers full distribution, field force, e-merchandising, and warehousing services to international brand owners seeking market entry or expansion in Nordic, DACH, BENELUX, and UK markets. It also develops and distributes its own consumer brands (QuickGlow, Zapp, Blue Keld, Tokai, Quickstart, Nature) and licensed brands (Easis, Morsø).

Product overview

Fritz Schur Consumer Products A/S is a trading company operating as a commercial platform between producers/brands and retailers/consumers within Fast Moving Consumer Goods (FMCG). The company operates across five core business areas: Beverages (flavored water, functional beverages, carbonated soft drinks, beers), Food (bakery, plant-based, dairy, vegetables, spices, ready-to-bake products), Personal Care & Baby, Household (lighters, firelighters, grill accessories, cleaning products including The Pink Stuff line), and BBQ (grill briquettes). The portfolio comprises Principal Brands (international brands like Danerolles, Alpro, Danone, Bonduelle, Zelected Foods), License Brands (Easis beverages, Morsø firelighters), Private Label offerings, and Own Brands (QuickGlow, Nature of Barbecuing, Zapp in BBQ fuel; Blue Keld in flavored water; Tokai, Quickstart, Nature in household lighters). The company also provides value-added services including Field Force (in-store retail execution), Full Distributor Services (key account management, brand management, trade marketing, planning), E-Merchandising (digital merchandising, e-tailing, content optimization, campaigns), and Logistic & Warehousing (stock, pick-pack, distribution across DK and EU). Core markets are Nordic countries, DACH, BENELUX, and United Kingdom, with headquarters in Copenhagen and warehouse facilities in Vordingborg.

Differentiator

Problem solved

Functional benefit

Brands

• Nature of barbecuing: Market leader brand in the BBQ fuel segment, part of the company's own branded trademarks.
• QuickGlow
• Blue Keld

Products and services

• QuickGlow
• Nature of Barbecuing
• Zapp
• Blue Keld
• Tokai
• Quickstart
• Nature
• Easis (licensed)
• Morsø (licensed)
• Field Force Service
• Full Distributor Service
• E-Merchandising Service
• Logistic & Warehousing Service
• Third-Party Brand Distribution

Named customers10 records

Segments8 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• EasiscoreStrategic or Co-development PartnerLicensee cooperation where Fritz Schur Consumer Products joins competencies and brand power to launch Easis products in the beverage category.
• MorsøcoreStrategic or Co-development PartnerLicensee cooperation for Morsø brand in the firelighter category, combining procurement and product development skills with brand power.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

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 Fritz Schur Consumer Products