Adams Matkasse
Adams Matkasse was a Norwegian direct-to-consumer meal kit delivery subscription service (founded 2012, Oslo) that delivered pre-portioned ingredients and recipes to Norwegian families weekly. The brand was merged into sister company Godtlevert in March 2025 and discontinued.
- Company typePrivate
- Founded2012
- HeadquartersOslo, Norway
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Adams Matkasse does
Adams Matkasse was a Norwegian direct-to-consumer meal kit delivery service founded in 2012 and headquartered in Oslo, Norway. The company provided pre-portioned ingredients and accompanying recipes to Norwegian families seeking to cook quality home meals while saving time on meal planning and grocery shopping. The core offering allowed customers to select from multiple portion sizes (2-6 persons) and meal frequencies (2-5 dinners per week), with international cuisine options and seasonal selections, and operated on a flexible weekly subscription model with no binding contracts and the ability to skip deliveries.
The underlying technology was a standard online ordering and subscription management platform supporting recipe customization, portion selection, and weekly delivery scheduling. Revenue was generated through recurring weekly meal kit subscriptions, with the target customer segment being Norwegian households (horizontal segmentation) who valued time savings, quality ingredients, and meal variety. Marketing was primarily digital, centered on the company website and email communications for customer engagement and order management.
On March 11, 2025, Adams Matkasse was fully merged into its sister company Godtlevert, part of the same corporate group. The Adams brand was discontinued, all customer accounts, loyalty points, discount codes, and order history were automatically migrated to Godtlevert, and the final Adams delivery occurred during week 12 (March 14-17, 2025). The consolidation was positioned as a move to simplify operations, leverage economies of scale in sourcing and production, and offer Norwegian consumers a larger weekly menu (over 100 recipes) at a lower price point through a single focused brand.
Adams Matkasse firmographics
Firmographics- Name
- Adams Matkasse
- Legal name
- Adams Matkasse
- Website
- https://adamsmatkasse.no
- Company type
- Private
- Founded year
- 2012
- Operating status
- Closed
- Headcount range
- 11–50 employees
- Short description
- Adams Matkasse was a Norwegian direct-to-consumer meal kit delivery subscription service (founded 2012, Oslo) that delivered pre-portioned ingredients and recipes to Norwegian families weekly. The brand was merged into sister company Godtlevert in March 2025 and discontinued.
- Ownership category
- akta.pro rank
Adams Matkasse industry classification
Industry- Product category
- Meal Kit Delivery
- SIC
- Retail-Food Stores (5400)
- akta.pro primary industry
- Direct-to-Consumer Meal Kit Subscriptions (CRAHAJAA)
- akta.pro secondary industries
- Meal Kits & Recipe Box Subscriptions (AFAIANAA), Meal Kits & Recipe Box Delivery (CRAFAFAD), Meal Kits & Recipe Box Delivery (AFAIAMAE), Premium Gourmet & Chef-Curated Meal Kits/Prepared Meals (CRAHAJAK)
Keywords
Where Adams Matkasse is headquartered
LocationHeadquarters
- HQ city
- Oslo
- HQ country
- Norway
- HQ region
- Europe
Offices1 record
Markets served
Adams Matkasse business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Meal Kit Subscription: Recurring subscription model for weekly meal kit deliveries containing pre-portioned ingredients and recipes. Customers choose number of portions (2-6) and meals per week (2-5). No binding contract with ability to skip deliveries.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Weekly | Flexible meal kit boxes with customizable portions and meal frequency |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Adams Matkasse product offering
Product offeringCore offering
Adams Matkasse operated a direct-to-consumer meal kit subscription service in Norway, delivering weekly boxes of pre-portioned ingredients with recipes for 2 to 6 person households. Customers selected 2 to 5 dinners per week from a menu of over 100 weekly recipes featuring international cuisine and seasonal selections, with no binding contract and the ability to skip deliveries. The brand was discontinued and merged into its sister brand Godtlevert in March 2025, with customer accounts, loyalty points, and order history automatically transferred.
Product overview
Adams Matkasse operated as a Norwegian meal kit delivery service from 2012 until March 2024, offering pre-portioned ingredients and recipes for home cooking. In March 2024, Adams Matkasse was fully merged into its sister brand Godtlevert, which now serves as the unified platform. The combined service allows customers to choose from over 100 weekly recipes, with flexible portion sizes for 2-6 persons and meal frequencies of 2-5 dinners per week, featuring both transferred Adams favorites and new international cuisine options.
Differentiator
Problem solved
Functional benefit
Products and services
- Adams Matkasse Meal Kit Box A weekly meal kit subscription delivering pre-portioned ingredients and recipes to Norwegian families. Customers could select portion sizes (2-6 persons) and 2-5 dinners per week, with no binding contract and the ability to skip deliveries. The service featured over 100 recipes weekly with international cuisine and seasonal selections. The independent Adams Matkasse brand closed on March 11, 2025 and was merged into Godtlevert.
- Godtlevert Meal Kit Service (Successor) Consolidated meal kit subscription service that absorbed Adams Matkasse operations in March 2025. Offers over 100 recipes weekly with flexible portion sizes (2-6 persons) and meal frequencies (2-5 dinners per week), at lower price points than the previous Adams Matkasse offering. Includes migrated customer accounts, loyalty points, discount codes, and order history from Adams Matkasse customers.
Companies that use Adams Matkasse
Customer profileSegments1 record
Ideal customer profiles1 record
Adams Matkasse technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Adams Matkasse partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- GodtlevertcoreAdams Matkasse merged with sister company Godtlevert in March 2025. Adams Mattover operation ceased on March 11, 2025, with all customer accounts automatically transferred to Godtlevert. Customer loyalty points, discount codes, and order history were migrated to the new platform. Selected Adams recipes were carried over to Godtlevert's expanded menu of 100+ weekly options. Godtlevert offers meal kits at lower prices with greater variety in portion sizes and meal frequency options.
Scale indicators4 records
Recent moves5 records
Expansion highlights3 records
Adams Matkasse competitors and assessment
Company assessmentDirect peers
- Godtlevert: Sister brand and successor that absorbed Adams Matkasse; an identical Norwegian DTC meal kit subscription service with 100+ weekly recipes and flexible portions.
- Marley Spoon: International DTC meal kit subscription company offering weekly recipe boxes with flexible plans, directly comparable in product and business model.
- Gousto: UK meal kit subscription delivering pre-portioned ingredients and recipes with flexible menus, matching Adams' core offering in a different geography.
- Blue Apron: US DTC meal kit pioneer with recurring recipe-box subscriptions, directly comparable in category and customer proposition.
- EveryPlate: Value-priced DTC meal kit subscription (HelloFresh group) with the same recipe-box delivery model, comparable in offering.
Broad incumbents
- HelloFresh: Global leader in DTC meal kit subscriptions with the same recipe-plus-pre-portioned-ingredients model; owns the Nordic meal kit operations including Godtlevert.
Regional players
- Linas Matkasse: Swedish meal kit subscription service with a nearly identical model, serving the neighboring Nordic market rather than Norway.
- RetNemt: Danish meal kit box provider with flexible weekly subscriptions, a close Nordic analog operating in a different country.
- Årstiderne: Danish organic recipe/meal box subscription service comparable in model and quality-led positioning, serving Scandinavia.
Others
- Oda: Norwegian online grocery delivery service competing for the same convenience-seeking Norwegian households, though focused on full grocery baskets rather than meal kits.
Market position
Strengths3 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Adams Matkasse social profiles
Digital presenceAdams Matkasse financial estimates
Financial estimateRevenue estimate
Valuation estimate
Adams Matkasse leadership team
Management profileNumber of profiles
Adams Matkasse funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Adams Matkasse 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 Adams Matkasse
What does Adams Matkasse do?
Adams Matkasse operated a direct-to-consumer meal kit subscription service in Norway, delivering weekly boxes of pre-portioned ingredients with recipes for 2 to 6 person households. Customers selected 2 to 5 dinners per week from a menu of over 100 weekly recipes featuring international cuisine and seasonal selections, with no binding contract and the ability to skip deliveries. The brand was discontinued and merged into its sister brand Godtlevert in March 2025, with customer accounts, loyalty points, and order history automatically transferred.
Is Adams Matkasse a public or private company?
Adams Matkasse is a private company. It is classified as corporate owned and is currently closed.
When was Adams Matkasse founded?
Adams Matkasse was founded in 2012. It employs 11 to 50 people.
Where is Adams Matkasse based?
Adams Matkasse is headquartered in Oslo, Norway, in the Europe region.
How does Adams Matkasse make money?
One revenue line is on record: meal Kit Subscription.
Who are Adams Matkasse's main competitors?
Direct peers on record are Godtlevert, Marley Spoon, Gousto, Blue Apron and EveryPlate. HelloFresh is listed as a broad incumbent. Regional players are Linas Matkasse, RetNemt and Årstiderne. Oda is listed as an others.
Does Adams Matkasse have an API?
No public API is recorded for Adams Matkasse.
What industry is Adams Matkasse in?
Adams Matkasse's product category is Meal Kit Delivery. Its primary akta.pro industry code is CRAHAJAA, Direct-to-Consumer Meal Kit Subscriptions, with a secondary code of AFAIANAA, Meal Kits & Recipe Box Subscriptions. Its SIC code is 5400.