Matpriskollen Sverige AB

What Matpriskollen Sverige AB does

Matpriskollen Sverige AB operates Sweden's largest independent grocery price comparison service, founded in 2010 in Falkenberg by Ulf Mazur (CEO/Vd) and Håkan Fagerberg. The company runs a free consumer mobile app (iOS/Android) and web platform where Swedish shoppers access approximately 200,000 new weekly offers and search a database of more than 40,000 unique products across all major grocery chains — ICA, Coop, Willys, Lidl, Hemköp, City Gross, Dollarstore, and Rusta. Roughly 200,000 active users rely on the service for price comparison, smart shopping lists organized by aisle layout, price alerts, and weekly offer aggregation, with sub-products such as 'Koll på kassen' (six-region grocery basket comparison), 'Prisutveckling' (40,000-product monthly price trend tracker), and 'Jordgubbskollen' (annual crowdsourced strawberry survey) extending the core surface.

The platform is built on Amazon AWS infrastructure with Google Firebase handling authentication and security logging. Core functionality includes a real-time price comparison engine, store-level and product-level offer aggregation, shopping list optimization, price monitoring with alerts, and a 'Momssäkrat 2026' certification service that independently verifies whether grocery retailers pass on the temporary Swedish VAT reduction (12% to 6%) to consumers. Company size is small — 12 employees headquartered at Torggatan 1, Falkenberg — and operations are confined to Sweden with no disclosed international activity.

The revenue model is freemium on the consumer side, with all core features offered at zero cost and monetization driven by in-app advertising plus a B2B layer that sells anonymized price, campaign, and market analytics data through the b2b.matpriskollen.se portal to grocery retailers, suppliers, and industry analysts. A newer line of independent oversight and certification revenue is emerging via Momssäkrat 2026 and a stakeholder role in the government-led Matpriskommissionen. The company is privately held and founder-controlled; only one external institutional investment is recorded (Schibsted Growth, April 2013), indicating a bootstrapped operating posture with no recent venture or growth capital activity.

Name

Matpriskollen Sverige AB

Legal name

Matpriskollen Sverige AB

Website

https://matpriskollen.se

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Matpriskollen Sverige AB is Sweden's largest independent grocery price comparison platform, founded in 2010, serving approximately 200,000 active consumers across all major Swedish supermarket chains. The 12-person company monetizes its free consumer app via advertising and through B2B sales of anonymized price and analytics data via its B2B portal.

Ownership category

akta.pro rank

Product category

Grocery Price Comparison Platform

akta.pro primary industry

Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)

Keywords

• Grocery price comparison
• Weekly offer aggregation
• Shopping list tools
• Retail price analytics
• Consumer savings app

Headquarters

HQ city

Falkenberg

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Advertising: Selling advertisements within the mobile app to generate revenue to fund free consumer services
2. B2B Data Sales: Selling price and campaign data to industry actors and external organizations. Data is anonymized and aggregated for market analysis and trend reporting.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Matpriskollen operates a free mobile and web-based grocery price comparison platform for Swedish consumers, aggregating approximately 200,000 weekly offers and 40,000+ product prices from major retailers (ICA, Coop, Willys, Lidl, Hemköp, City Gross, Dollarstore, Rusta). The company also runs a B2B data portal (b2b.matpriskollen.se) that sells anonymized pricing data, campaign data, and market analytics to retailers, suppliers, and industry analysts.

Product overview

Matpriskollen Sverige AB operates Sweden's largest independent free grocery price comparison service, founded in 2010. The core offering consists of a free mobile app and website (Matpriskollen App / Matpriskollen Website) where users can find and compare weekly grocery offers, compare product prices across stores, create shopping lists, monitor favorite products, and receive deal alerts. The platform covers approximately 200,000 new offers per week across all major Swedish grocery chains. Adjacent consumer products include 'Koll på kassen' (a weekly grocery bag price comparison across five major chains), 'Jordgubbskollen' (an annual strawberry price survey), and 'Prisutveckling' (a monthly price trend tracker covering 40,000+ products). On the B2B side, the Matpriskollen B2B Portal sells price data, campaign data, and market analytics to industry actors. The company also runs 'Matpriskommissionen', an independent monitoring initiative covering the VAT reduction on groceries, and its associated 'Momssäkrat 2026' certification program.

Differentiator

Problem solved

Functional benefit

Brands

• Jordgubbskollen: Sweden's largest strawberry price survey initiative launched annually
• Koll på kassen
• Momssäkrat

Products and services

• Matpriskollen Mobile App Free mobile application (iOS/Android) that allows Swedish consumers to compare grocery prices and weekly offers across major retailers (ICA, Coop, Willys, Lidl, Hemköp, City Gross, Dollarstore, Rusta), create smart shopping lists organized by store aisle, monitor prices on favorite products, and receive deal alerts.
• Matpriskollen Website Browser-based web platform providing the same price comparison, weekly offer browsing, product price comparison, shopping list, and price monitoring features as the mobile app for Swedish consumers.
• Matpriskollen B2B Portal Dedicated business-to-business portal selling anonymized price data, campaign data, and market analytics to grocery retailers, food suppliers, and market analysts in the Swedish grocery sector.
• Koll på kassen (Check the Bag) Weekly grocery bag price comparison service that compares regular prices of 200 representative grocery items across five major Swedish chains (City Gross, ICA Maxi, ICA Kvantum, Stora Coop, Willys) for six regional pricing areas, helping consumers understand the true cost of a standard grocery basket.
• Jordgubbskollen (Strawberry Check) Annual crowdsourced strawberry price survey conducted around Midsummer, collecting strawberry prices from stores across Sweden to show regional price differences, with findings published as news on the Matpriskollen platform.
• Prisutveckling (Price Development Tracking) Price development tracking page showing monthly price trends in Swedish grocery retail, covering over 40,000 unique products, with analysis at market, category, and individual product levels.
• Matpriskommissionen Independent oversight initiative tracking the impact of the temporary Swedish VAT reduction on groceries (from 12% to 6% effective April 2026), with Matpriskollen participating as a stakeholder in the government commission led by Konsumentverket.
• Momssäkrat 2026 (VAT-Secured 2026) Independent VAT certification program that verifies grocery stores pass on the VAT reduction (from 12% to 6%) to consumers. Stores undergo a three-step review process including data matching and physical spot checks, and receive a 'Momssäkrad' certificate if they pass.

Quantifiable outcome

• Users save approximately 1,000 SEK/month by using the service to find promotional offers
• +2 more outcomes

Named customers8 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Coop, Lidl, Willys (Momssäkrat 2026)coreStrategic or Co-development Partner · 18 March 2026Participating retailers in the Momssäkrat 2026 independent VAT reduction certification program. Together representing approximately 40 percent of the Swedish grocery market. These chains agreed to undergo independent verification that they pass on the full VAT reduction to consumers.
• Fabled ABcoreTechnology or IntegrationDevelopment partner with access to production data. Only authorized employees and development partner Fabled AB have access to production data without additional consent to ensure data quality and troubleshooting.
• Google FirebasecoreTechnology or IntegrationUsed for authentication services and security logging. Firebase Authentication stores user IP addresses temporarily for a few weeks. Data processing occurs including in the USA outside EU/EES.
• Amazon AWScoreTechnology or IntegrationCloud infrastructure provider. AWS is used for data storage and processing, with data processing agreements in place with all data processors.
• Arla KöketminorStrategic or Co-development PartnerRecipe content partnership providing selected recipes in the app based on current offers to help users plan meals around promotional prices.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/matpriskollen
• LinkedInlinkedin.com/company/a

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 Matpriskollen Sverige AB