Maarud

What Maarud does

Maarud AS is Norway's first and largest domestic snack producer, founded in 1936 at Maarud Gaard in Disenå, Sør-Odal, by Thomas Stang. The company manufactures and markets salted snacks — potato chips (Maarud Potetgull), extruded potato snacks (Superchips, 35% less fat), tortilla and corn snacks, shaped figursnacks, cheese puffs (Ostepop), popcorn, oven-baked chips, pretzel sticks (Soletti), and dip mixes — at a single ~150,000 sqm FSSC 22000-certified production facility that the company purchased outright in May 2024 after 40+ years of renting. Production processes include washing, peeling, slicing, blanching, frying, seasoning, and packaging, with an in-house quality laboratory testing every two hours and a proprietary biological wastewater treatment plant returning clean water to the Glomma river.

The business model is straightforward branded FMCG: Maarud sells 60–70 million snack bags annually through the three dominant Norwegian grocery chains — NorgesGruppen (2,000+ stores), REMA (~680 stores), and Coop — supported by dedicated account managers and daily field-rep visits for shelf placement. Approximately 20,000–30,000 tonnes of potatoes are sourced annually from roughly 65 Norwegian farmers, 80% within 110km of the factory, which underpins a short, traceable supply chain. Revenue exceeded NOK 1.1 billion in 2024 with pre-tax profit of NOK ~95 million in 2022, implying ~11% pre-tax margin.

Since 2014, Maarud has been wholly owned by Intersnack Group, a German family-owned European snack conglomerate with €3.7 billion in 2022 net sales and 42 production sites across Europe, the Asia-Pacific region, Australia, and New Zealand. The company employs ~240 people in Norway across its Disenå factory and Oslo sales/marketing office, holds a 31.5% share of snack market turnover in Norwegian grocery retail (2024), and reaches approximately 250,000 weekly consumers. Distribution is single-country (Norway), with Iceland noted as an adjacent market; there is no disclosed direct-to-consumer e-commerce, food-service, or export revenue line, making Norwegian retailer shelf access the dominant commercial dependency.

Name

Maarud

Legal name

Maarud AS

Website

https://maarud.no

Company type

Private

Founded year

1936

Operating status

Operating

Headcount range

101–250 employees

Short description

Maarud AS is Norway's oldest and largest domestic snack manufacturer, founded in 1936, producing 60–70 million bags per year of potato chips, tortilla, popcorn and related snacks at its Disenå factory for sale through the country's three dominant grocery chains, with ~31.5% market share and ownership by Germany's Intersnack Group since 2014.

Ownership category

akta.pro rank

Product category

Salted Snacks

NAICS

Snack Food Manufacturing (31191)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE)

akta.pro secondary industry

Potato & Vegetable Chips Manufacturing (AFAKAIAA)

Keywords

• Salted snack manufacturing
• Potato chip production
• Tortilla chips
• Extruded corn snacks
• Baked snack products

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Snack Products Sales: Maarud generates revenue through the manufacture and sale of snack products including potato chips, tortilla chips, corn snacks, figursnacks, popcorn, baked snacks, and dip mixes through Norwegian retail channels.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Maarud manufactures and markets a portfolio of salted snacks in Norway including potato chips (Maarud Potetgull, Ovnsbakt), tortilla chips, extruded corn and potato snacks (Superchips, Cornitas, Sombreros, POM-BEAR, Potetskruer), cheese puffs (Ostepop), baked wheat snacks (Goldfish), popcorn, pork rinds (Bacongull), corn-based snacks (Crispers), and dip seasoning mixes. The flagship Potetgull brand has been produced since 1936 at the Disenå factory using Norwegian potatoes sourced from approximately 65 local farmers, with 50+ SKUs and over 60 million snack bags produced annually for the Norwegian consumer market.

Product overview

Maarud is Norway's leading snacks company and the country's first producer of potato chips since 1936. The product portfolio centers on Maarud Potetgull (potato chips) as the flagship brand, complemented by Superchips (lower-fat potato-based snacks), Tortilla chips and Figursnacks (corn and potato-based shaped snacks including Cornitas, Sombreros, POM-BEAR, Potetskruer), Ostepop (cheese puffs), Popcorn, Baconsnacks (Bacongull and Crispers), Dipmix seasoning mixes, and Ovnsbakt oven-baked chips. The company also distributes Soletti pretzel sticks from Austria. All products are manufactured at the Disenå factory using Norwegian potatoes, with over 60 million snack bags produced annually.

Differentiator

Problem solved

Functional benefit

Brands

• Maarud Potetgull: Flagship potato chip brand, Norway's first and most sold potato chips since 1936
• Maarud Superchips
• Tortilla
• Figursnacks
• Ostepop
• Goldfish
• Popcorn
• Baconsnacks
• Dipmix
• Ovnsbakt
• Soletti

Products and services

• Maarud Potetgull Flagship potato chip brand and Norway's first and most-sold potato chips since 1936, made from Norwegian potatoes in flavors including Classic Salt, Paprika, Salt & Pepper, Ost & Løk, Sourcream & Onion, and Intense variants. Targeted at Norwegian household consumers purchasing through grocery retail.
• Maarud Superchips Extra crispy potato-based snacks with 35% less fat than regular chips, made from potato flour that is mixed, shaped, dried and quickly fried. Targeted at health-conscious Norwegian snack consumers seeking lower-fat alternatives.
• Tortilla Tortilla chips made from whole corn kernels in Cheese, Chili & Lime, and Mix flavor variants. Targeted at Norwegian consumers for casual snacking and dips.
• Figursnacks Shaped extruded snacks including Cornitas, Sombreros, Fried Chicken, Grilled Ribs, POM-BEAR, HJERTER, and Potetskruer. Made from potato or corn flour, shaped, dried and fried. Targeted at Norwegian consumers seeking flavored shaped snacks for casual occasions.
• Ostepop Cheese puffs with large, airy and crispy texture, made with real cheddar cheese. Targeted at Norwegian consumers as a flavored cheese snack.
• Goldfish Baked wheat snacks in fish shape sprinkled with coarse salt, crispy baked with distinct salty taste. Targeted at Norwegian consumers seeking a lighter baked snack option.
• Popcorn Popcorn made from high-quality corn and popped to perfection, available in Salt and Cheddar flavors. Targeted at Norwegian consumers for at-home movie and casual snacking.
• Bacongull Fried pork rinds with crispy texture and bacon flavor, a classic Norwegian snack since 1969, currently formulated with 30% less salt. Targeted at Norwegian consumers seeking traditional bacon-flavored snacks.
• Crispers Corn-based snacks with French mustard and bacon flavor. Targeted at Norwegian consumers seeking flavored corn-based savory snacks.
• Dipmix Dip seasoning mixes including Holiday, Chili Cheese, and Tortilla varieties, intended to be combined with sour cream or yogurt for ready-to-serve dips. Targeted at Norwegian households for entertaining and casual gatherings.
• Ovnsbakt Chips Oven-baked potato chips with 60% less fat than regular potato chips, available in Sour Cream & Onion flavor and other variants. Targeted at Norwegian consumers seeking healthier, lower-fat baked snack alternatives.
• Soletti Classic salty pretzel sticks made from wheat flour, palm oil-free. Distributed in Norway under license through the Intersnack portfolio. Targeted at Norwegian consumers seeking traditional pretzel snack sticks.

Quantifiable outcome

• 31.5% market share of snack market turnover in Norwegian grocery retail (2024)
• +5 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Mike (Michael Ray Vera Cruz Angeles)minorStrategic or Co-development Partner · 1 January 2025Norwegian streetfood influencer and Karpe's chief photographer collaborated with Maarud's spice expert to develop new Tortilla Chili & Lime flavor. Mike's Corner in Oslo founder and ambassador for urban culture and food joy.
• Ole Andreas Stang / Stang FamilycoreOthers · 1 January 2024After renting the factory for over 40 years, Maarud purchased the factory buildings and land (nearly 150,000 square meters) from Ole Andreas Stang, grandson of founder Thomas Stang. The Stang family had retained ownership of the factory when selling the brand in 1982.
• Norwegian Potato Farmers (65 farmers)coreStrategic or Co-development PartnerMaarud collaborates with approximately 65 Norwegian potato farmers, many with multi-generational relationships. Farmers grow chip-quality potatoes under contract. Maarud provides agricultural advisors and quality seed potatoes. Whole 8 of 10 potatoes sourced within 110km of factory. Annual production requires over 20,000 tonnes of potatoes.
• XcruiterminorOthersRecruitment platform used by Maarud for hiring employees. Xcruiter provides applicant tracking, automation, and collaboration tools for the hiring process.
• Grønt Punkt Norge / PlastløftetminorStrategic or Co-development PartnerMaarud signed the Plastløftet (Plastic Pledge) in 2018, an initiative from Grønt Punkt Norge to reduce plastic waste and increase recycling rates. Working on improving packaging for plastic recycling.
• SBTi - Science Based Targets initiativecoreStrategic or Co-development PartnerPartnership between CDP, UN Global Compact, World Resources Institute, and WWF. Maarud (as part of Intersnack) commits to science-based climate targets. Committed to 50% reduction in direct emissions and 30% reduction in value chain emissions.

Scale indicators15 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• KiMs A/S: Denmark-headquartered Nordic snack manufacturer offering potato chips, tortilla chips, popcorn, and nuts. Closest direct competitor to Maarud in the Nordic region, competing in overlapping product categories and retail channels, and part of the larger Orkla group.
• Taffel AS: Leading snack brand in the Baltic states (Estonia, Latvia, Lithuania), producing potato chips, croutons, and extruded snacks. Sister company within the Intersnack Group alongside Maarud, operating the same product categories and serving an adjacent Nordic/Baltic market.
• Estrella AB: Swedish snack manufacturer producing potato chips, tortilla chips, popcorn, and nuts under the Estrella brand. Sister Intersnack Group entity operating in overlapping product categories and serving an adjacent Nordic market to Norway.
• Kelly GmbH: Austrian snack manufacturer (Intersnack Group subsidiary) producing potato chips, pretzels, and nuts. Closely comparable to Maarud as a national/regional Intersnack operating company with similar product mix, supply-chain model, and retail relationships in its home geography.
• KP Snacks Limited: UK snack manufacturer owned by Intersnack Group, producing Tyrrells, McCoy's, Hula Hoops, and Butterkist. Sister Intersnack entity with equivalent scale, product mix, and strategic role in its home market, making it a direct structural analogue to Maarud.

Broad incumbents

• Orkla ASA: Large Norwegian-listed conglomerate with a broad portfolio spanning snacks (KiMs, Nidar, Sætre), branded consumer goods, and food ingredients. Operates in overlapping snack categories through KiMs and other brands, but as a diversified CPG platform rather than a pure-play Norwegian snack specialist.
• Frito-Lay (PepsiCo): Global snack-food division of PepsiCo producing Lay's, Doritos, Cheetos, and Ruffles in 200+ markets. Sets the global benchmark for salty-snack scale, innovation, and marketing; competes indirectly with Maarud through imported SKUs and global retailer negotiations.
• Kellanova (Pringles): Global snack company behind Pringles, Cheez-It, and other branded salty snacks. Competes in adjacent shelf space and end-use occasions (single-serve snacking) but with a broader, globally distributed portfolio versus Maarud's Norway-centric focus.
• Mondelez International: Global snacks giant (Oreo, Cadbury, Toblerone, Triscuit) with a broad branded-snacks portfolio. Competes in adjacent salty/baked-snack occasions and shares retail buyer relationships globally, but does not specialize in Norwegian-style potato chips.

Regional players

• Popcorntaste / Nataïs: French micro-popcorn producer that is part of the Intersnack joint-venture network. Comparable as a regional single-category snack specialist within the broader Intersnack ecosystem, but focused on popcorn rather than Maarud's broader salty-snack mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/maarud-as

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Maarud