The fruit deal
- Company typePrivate
- Founded2012
- HeadquartersUpplands-väsby, Sweden
- Headcount11–50
- GTM typeB2B
- OfferingServices
The fruit deal firmographics
Firmographics- Name
- The fruit deal
- Legal name
- Fruktdealen i Sverige AB
- Website
- https://fruktdealen.se
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
The fruit deal industry classification
Industry- Product category
- Workplace Food Delivery
- NAICS
- Caterers (722320)
- SIC
- Retail-Catalog & Mail-Order Houses (5961)
- akta.pro primary industry
- Fresh Food Subscription/CSA & Produce Box Retail (CRAHAHAG)
- akta.pro secondary industry
- Drop-Off Catering & Boxed Meals (HSACAGAB)
Keywords
Where The fruit deal is headquartered
LocationHeadquarters
- HQ city
- Upplands-väsby
- HQ country
- Sweden
- HQ region
- Europe
Offices4 records
Markets served
The fruit deal business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Subscription Deliveries: Recurring weekly or periodic deliveries of fruit, milk, and other products to corporate customers. Subscription tiers based on volume (1-45 kg/week with 1 month notice, 45-99 kg/week with 2 months notice, 100+ kg/week with 3 months notice).
- One-time Orders: Single purchases for occasions like seasonal gifts, customer gifts, pastries. These orders are binding and cannot be cancelled once confirmed.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Volume-based subscription tiers |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
The fruit deal product offering
Product offeringCore offering
FruktDealen is a Swedish B2B subscription-based delivery service that supplies fresh fruit, fika (pastries and baked goods), breakfast, and complementary snacks directly to corporate offices in seven Swedish metropolitan areas. Customers choose from ready-made or fully customized wooden-box fruit assortments (organic bananas included since 2014), delivered on agreed weekdays between 07:00 and 15:00, with a 100% quality guarantee and a 24-hour complaint window.
Product overview
FruktDealen operates as a B2B subscription-based fruit and food delivery service targeting Swedish workplaces. The core offering is the Frukt (Fruit) subscription — fresh, quality-controlled fruit delivered weekly in wooden boxes — augmented by three add-on modules: Fika (pastries and baked goods for coffee breaks), Frukost (breakfast catering from bakeries), and Och Mer (bars, smoothies, and supplemental snacks). A complementary sub-product line, the Trälåda / Display Solutions, provides custom wooden boxes and display stands produced in Småland for office fruit presentation. Customers can mix-and-match from the full product portfolio, choosing between ready-made or fully customized boxes, with deliveries made 7:00–15:00 on agreed weekdays across Stockholm, Uppsala, Södertälje, Gothenburg, Malmö, and Helsingborg. The company holds EU organic (EKO) certification for both its Stockholm and Malmö operations.
Differentiator
Problem solved
Functional benefit
Products and services
- Frukt (Fruit) Subscription Weekly or subscription-based delivery of fresh, seasonally curated fruit to offices and workplaces, offered as ready-made or custom-configured wooden boxes. Includes organic bananas in every box and is supported by a 100% quality guarantee with a 24-hour complaint window.
- Fika Baked goods and pastry delivery service for workplace coffee breaks, with options for vegan, gluten-free, and lactose-free products.
- Frukost (Breakfast) Breakfast catering delivery for offices including bread, pastries, orange juice, and custom-configured offerings from local bakeries, suitable for small teams or large conferences.
- Och Mer (And More) Extended product range including bars, smoothies, and other beverages and snacks, available as one-time purchases or as part of a subscription.
- Trälåda / Display Solutions (Custom Wooden Boxes) Custom wooden fruit boxes and floor display stands produced in Småland, Sweden, offered as visually attractive, hygienic, and environmentally friendly display options that can be tailored to match office interiors.
Quantifiable outcome
- Over 1.7 million kg of fruit delivered annually
- +3 more outcomes
Companies that use The fruit deal
Customer profileNamed customers8 records
Segments1 record
Ideal customer profiles1 record
The fruit deal technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The fruit deal partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- FriendsminorNon-profit organization working to stop bullying and discrimination. Friends educates and supports schools, preschools, and sports clubs across Sweden. FruktDealen provides fruit sponsorship to support their operations.
- MaskrosbarnminorChildren's rights organization supporting children whose parents have mental health issues or addiction. They offer camps, internet support, and local activities. FruktDealen sponsors their Stockholm office with weekly fruit deliveries.
- FrysboxminorSocial youth project combining Thaiboxing training with dialogue sessions. FruktDealen sponsors approximately 100 active youth in Stockholm weekly with fruit for energy after training.
- Matmissionen (Stockholms Stadsmission)minorSocial grocery stores reducing food waste while helping low-income individuals. FruktDealen donates fruit to help create opportunities for those in economic hardship to make healthy choices.
- FryschilletminorOpen youth meeting place at Fryshuset in Hammarby Sjöstad for ages 13-19. FruktDealen provides weekly fruit donations for youth who may not have eaten since lunch.
- VäxtvärketminorOrganization in Malmö focusing on children and youth, running building playground and outdoor education. FruktDealen provides fresh fruit for all visitors.
- Hjälpenhemlös.seminorMalmö/Skåne project helping homeless and those in need through partnerships with local businesses. FruktDealen complements their various assistance efforts with fresh fruit donations.
- RscuedminorPartnership to convert imperfect fruit that doesn't meet quality standards into juice, reducing waste. Fruit that isn't good enough for customer boxes becomes juice through this collaboration.
- SMAK CertifieringcoreIndependent certification body ensuring EU organic labeling compliance. Annual inspections (announced and unannounced) verify organic standards. FruktDealen is certified for operations in Stockholm and Malmö.
Scale indicators7 records
Recent moves7 records
Expansion highlights5 records
The fruit deal competitors and assessment
Company assessmentEmerging players
- Linas Matkasse: Sweden's largest meal-kit subscription service. Operates a recurring weekly delivery model analogous to FruktDealen's recurring weekly office fruit deliveries and overlaps in targeting Swedish consumers' weekly food spend.
- Middagsfrid: Swedish subscription meal-kit company delivering weekly recipe boxes to households. While B2C-focused rather than B2B, Middagsfrid shares the Swedish subscription food delivery model and competes for the same weekly household food budget.
Broad incumbents
- HelloFresh: Global subscription meal-kit incumbent with a Nordic presence. Comparable as a broader subscription food delivery operator and a potential competitor if it extends from B2C meal kits into office fruit and snack delivery.
- Abel & Cole: UK organic food delivery company that acquired Fruitful. Abel & Cole operates a broader organic produce and meal delivery business with overlapping B2B and B2C capabilities, making it a natural larger-scale comparable in the office and home organic food delivery space.
- ICA Sverige: Sweden's largest grocery retailer with nationwide stores, online grocery delivery, and corporate offers. ICA represents the largest incumbent that could feasibly extend its grocery cold-chain into B2B office fruit, posing a major competitive risk to FruktDealen.
- Coop Sverige: Major Swedish grocery retailer with both physical stores and online ordering. As a broad-line grocery incumbent with a national footprint, Coop is the kind of player that could easily extend into office fruit and snack delivery and undercut FruktDealen's per-customer economics.
- Mat.se: Online grocery delivery service in Sweden (owned by Axel Johnson). Operates an online ordering and home/office delivery model comparable in structure to FruktDealen and represents a credible adjacent competitor for Swedish office food spend.
Direct peers
- Fruitful: UK-based B2B office fruit subscription delivery service. Operates a near-identical subscription model delivering fresh fruit boxes to corporate offices, making it the closest international comparable to FruktDealen's workplace fruit offering.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
The fruit deal social profiles
Digital presenceThe fruit deal compliance and trust
Trust signalCompliance1 record
The fruit deal financial estimates
Financial estimateRevenue estimate
Valuation estimate
The fruit deal leadership team
Management profileNumber of profiles
Profiles2 records
The fruit deal funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The fruit deal 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 The fruit deal
What does The fruit deal do?
FruktDealen is a Swedish B2B subscription-based delivery service that supplies fresh fruit, fika (pastries and baked goods), breakfast, and complementary snacks directly to corporate offices in seven Swedish metropolitan areas. Customers choose from ready-made or fully customized wooden-box fruit assortments (organic bananas included since 2014), delivered on agreed weekdays between 07:00 and 15:00, with a 100% quality guarantee and a 24-hour complaint window.
Is The fruit deal a public or private company?
The fruit deal is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The fruit deal founded?
The fruit deal was founded in 2012. It employs 11 to 50 people.
Where is The fruit deal based?
The fruit deal is headquartered in Upplands-väsby, Sweden, in the Europe region.
How does The fruit deal make money?
Two revenue lines are on record. Subscription Deliveries are the primary driver. The others are one-time Orders.
Who are The fruit deal's main competitors?
Emerging players on record are Linas Matkasse and Middagsfrid. Broad incumbents are HelloFresh, Abel & Cole, ICA Sverige, Coop Sverige and Mat.se. Fruitful is listed as a direct peer.
Does The fruit deal have an API?
No public API is recorded for The fruit deal.
What industry is The fruit deal in?
The fruit deal's product category is Workplace Food Delivery. Its primary akta.pro industry code is CRAHAHAG, Fresh Food Subscription/CSA & Produce Box Retail, with a secondary code of HSACAGAB, Drop-Off Catering & Boxed Meals. Its NAICS code is 722320 and its SIC code is 5961.