KiMs

What KiMs does

KiMs is a Danish consumer packaged goods brand specializing in snack foods, operating as Orkla Snacks Danmark A/S under the ownership of Norwegian conglomerate Orkla ASA. Founded in 1960 at Odense Marcipanfabrik, the company has built a 60+ year heritage as Denmark's leading snack brand, with its flagship product Salt Skruer (launched 1977) remaining an iconic classic. Its product portfolio spans potato chips (e.g., Havsalt, Sour Cream & Onion, Bølgechips, Crunch Cut), extruded and corn-based snacks (Ostepops, Bacon Snack, Mega Mix, Snack Crunch), nuts (Nøddemix, salted peanuts/cashews/almonds), dip mixes, traditional pork rinds (Gammeldags Flæskesvær), chocolate, and the Panda licorice sub-brand covering soft and chocolate-coated licorice variants.

The business operates a hybrid go-to-market model: direct-to-consumer e-commerce through its own webshop at kims.dk with GLS pickup-point delivery, alongside traditional retail/grocery distribution across Denmark, and a dedicated B2B/institutional channel with EAN invoicing for public-sector buyers. Pricing is unit-based with promotional bundling (e.g., '2 for 250,-', '5 for 10,-', multipack cases) and a separate discounted 'restparti' (remainder) category for short-dated inventory. The company is headquartered and manufactures at Sømarksvej 31-35, Søndersø, Denmark, employs 251-500 people, and serves exclusively the Danish market (excluding Greenland and the Faroe Islands).

Customer acquisition is driven by an active social media presence across Facebook, Instagram, and TikTok, email newsletters, regular competitions (managed via Playable and Leadfamly), and content marketing. The company accepts MobilePay, Dankort, Visa/Dankort, and Mastercard, and sells gift cards online. No subscription model is offered — all sales are pay-per-order.

Name

KiMs

Legal name

Orkla Snacks Danmark A/S

Website

https://kims.dk

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

251–500 employees

Short description

KiMs is Denmark's leading branded snack manufacturer (chips, nuts, extruded snacks, Panda licorice), operating a DTC e-commerce webshop plus retail and B2B channels domestically, as a wholly-owned subsidiary of Orkla ASA.

Ownership category

akta.pro rank

Product category

Snack Food Manufacturing

NAICS

Specialty Food Retailers (4452)

SIC

Cookies & Crackers (2052), Food And Kindred Products (2000)

akta.pro primary industry

Frozen & Refrigerated Snack Foods (Ice Cream Novelties, Snack Bites) (CRADABAL)

Keywords

• Snack food manufacturing
• Potato chips production
• Branded snack products
• Licorice confectionery
• Consumer packaged goods

Headquarters

HQ city

Søndersø

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer packaged goods sales: KiMs generates revenue through the sale of branded snack products including chips, nuts, dips, chocolate, and licorice through retail stores and its e-commerce webshop. Products are sold as one-time purchases with various bulk and multipack options.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

KiMs manufactures and sells branded snack products including potato chips, cheese puffs, extruded snacks, nuts, dips, chocolate, and licorice products under the Panda sub-brand. The company operates a direct-to-consumer e-commerce webshop (kims.dk) with delivery within Denmark via GLS, and distributes through traditional retail/grocery channels across the Danish daily merchandise trade. Sales occur as one-time purchases of branded snack units, multipacks, and bulk cases, augmented by gift cards and branded merchandise.

Product overview

KiMs is a Danish snack food company operating an e-commerce webshop, selling a diverse portfolio of branded snack products. The core offerings center on potato chips, cheese snacks, nuts, and licorice under both the KiMs own brand and the Panda sub-brand. The product lineup includes miniposer (small single-serve bags), standard chip bags, nut mixes, dip sets, and merchandise. KiMs webshop enables direct consumer purchases with delivery via GLS, while the company also serves retail channels through Orkla Snacks Danmark A/S.

Differentiator

Problem solved

Functional benefit

Brands

• Panda: Finnish licorice brand including Panda Pepe, Panda Soft, and Panda Licorice Mix products

Products and services

• KiMs Potato Chips (Havsalt, Sour Cream & Onion, Bølgechips, Crunch Cut, Bacon Snack, Salt Skruer, Mini Originaler, and other flavors) Potato-based chips in a variety of flavors (sea salt, sour cream & onion, wavy, crunch cut, bacon, salt screw spirals, mini originaler) sold in single bags and multipacks for Danish consumers.
• KiMs Ostepops Cheese Puffs Cheese-flavored puffed corn snacks sold in single bags and 24x130g multipacks for Danish consumers.
• KiMs Mega Mix Mixed Snacks Spicy seasoned crispy potato-based mixed snacks sold in 135g and +50% promotional bags for Danish consumers.
• KiMs Gammeldags Flæskesvær Traditional Danish crispy pork rinds sold in 60g bags for Danish consumers seeking classic pork-rind snacks.
• KiMs Nuts (Nøddemix, Saltede Peanuts, Saltede Cashew, Saltede Mandler) Assorted nut snacks including mixed nuts, salted peanuts (including 1kg bulk), salted cashews, and salted almonds sold in bags and miniposer multipacks.
• KiMs Dip Mix Dip seasoning mixes paired with snack chips, sold in 25x13g multipacks (Barbecue and Snack Chips variants).
• Panda Licorice Products (Panda Pepe Original/Choko/Salmiakki, Panda Soft Original/Salmiak, Panda Licorice Mix, Panda Choco Lakrits Strawberry) Finnish licorice confectionery products including soft licorice, chocolate-coated licorice, salmiak-flavored licorice, and assorted licorice mixes sold under the Panda sub-brand.
• KiMs Snack Crunch Multi-layer corn and potato snacks launched in Salt, Nacho Cheese, and Hot Chipotle variants featuring 3-layer crunch, targeted at Danish consumers.
• KiMs Chokolade Chocolate snack products under the KiMs brand category.
• KiMs Miniposer (single-serve multipacks) Assorted and single-flavor single-serve miniposer multipacks (24x25g or 24x30g cases) suitable for lunchboxes, events, and on-the-go consumption.
• KiMs Pakker (assorted snack bundles) Pre-packaged snack bundles and assorted boxes combining multiple KiMs product varieties for families and events.
• KiMs Gavekort (Gift Cards) Online-redeemable gift cards valid for any purchase on the KiMs webshop.
• KiMs Merchandise Branded KiMs merchandise including t-shirts, hoodies, beanies, and promotional accessories sold via the webshop and used in competitions.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Orkla (Parent company)coreStrategic or Co-development PartnerKiMs is owned and operated by Orkla Snacks Danmark A/S, part of the Orkla ASA conglomerate. Orkla is a major Nordic consumer goods company. KiMs appears as part of Orkla Confectionery & Snacks Danmark A/S.
• Helena RARminorStrategic or Co-development PartnerCollaboration partner for the 'Verdens Mest Eksklusive Chips' campaign where a golden cheese fork was handcrafted by Helena RAR, a Copenhagen-based handmade jewelry workshop.

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Others

• Pringles (Kellanova): Iconic stackable potato crisp brand from Kellanova (formerly Kellogg's), now part of Mars. A broad incumbent in the shelf-stable savory snack category competing head-to-head with KiMs' core chip and cheese-puff SKUs across Europe.

Emerging players

• Popchips: Better-for-you popped potato snack brand. Emerging player in the adjacent BFY snack segment that could pressure traditional fried-chip categories; useful comp for KiMs' potential BFY product extension.

Direct peers

• Estrella: Swedish premium potato chip and snack brand, also under Orkla ownership. Closest comparable in product positioning, brand-led marketing style, and Scandinavian consumer base — directly substitutes for KiMs' premium SKUs in Sweden.
• Lorenz Snack-World: German-based European snack manufacturer (owner of Crunchips, NicNac's, Pom-Bär). Directly comparable in branded salty snack portfolio, European retail distribution, and product innovation model.
• Tyrrells (Amplify Snack Brands / Hershey): UK-based premium hand-cooked potato chip brand. Directly comparable to KiMs' premium SKUs (Havsalt, Bølgechips) in positioning, artisanal marketing, and European specialty retail distribution.
• OLW: Swedish snack brand owned by Orkla specializing in chips, cheese snacks, and dip mixes. Direct portfolio peer to KiMs within the Orkla family, serving a neighboring Nordic market with overlapping product formats.
• Taffel: Norwegian snack brand owned by Orkla, producing potato chips, snacks, and nuts across the Nordics. Sister brand within the same parent group, directly comparable in category, format, and go-to-market, and a clear benchmark for KiMs' Nordic potential and unit economics.
• Intersnack: Major European private-label and branded savory snack producer (Curly, funny-frisch, Chio). Closest private peer in manufacturing scale, private-label exposure, and multi-country European footprint — a structural benchmark for KiMs' next-stage growth options.

Broad incumbents

• Lay's (PepsiCo): Global #1 potato chip brand from PepsiCo, present in Denmark and across Europe. Sets the competitive ceiling on category share, pricing, and innovation cadence for branded snack players like KiMs.
• Calbee: Japan's leading snack manufacturer and a global player in potato-based snacks. A broad incumbent peer that benchmarks innovation cadence, flavor-extension strategy, and brand-led growth for snack specialists like KiMs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/KiMsDK
• Instagraminstagram.com/kims_danmark
• TikToktiktok.com/@kims_danmark
• LinkedInlinkedin.com/company/kims-as

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 KiMs