What Aarstiderne does

Aarstiderne A/S is a Denmark-based organic meal-kit and grocery subscription company founded in 1999 by Thomas Harttung and Søren Ejlersen. Its core offering consists of 17 meal-box variants (Måltidskasser) and fruit and vegetable boxes delivered weekly to households in Denmark and Sweden, alongside an online Dagligvarer grocery store with more than 800 SKUs, all certified under Ø-mærket and EU organic standards. The company complements its meal boxes with the Aarstiderne Food Impact climate footprint methodology, the Aarstiderne Plus annual membership (749 kr/year), the single-meal MåltidsPosen format launched in January 2025, and a mobile app on iOS and Android. Two in-house production workshops — Det Grønne Værksted (fermented products, pestos, toppings) and Det Varme Værksted (plant-based fillings, falafel, hummus) — provide proprietary value-added inputs.

The company operates a direct-to-consumer e-commerce model through aarstiderne.com and native mobile apps, with home delivery via third-party logistics partners, plus a B2B channel (erhverv.aarstiderne.com) for corporate customers. Pricing is per-portion for meal boxes (from 42 kr for BudgetKassen to higher tiers for premium boxes), with delivery and packing fees waived for Plus members. Following Dagrofa A/S's acquisition of Aarstiderne in late 2024 (approved by the Danish Competition and Consumer Authority in December 2024), Aarstiderne expanded into MENY retail stores nationwide in January 2025 as private-label shop-in-shop concepts, with Dorte Tandrup appointed incoming CEO effective August 2025, succeeding Heidi Boye. The company is B Corp certified with a score of 106.7, MSC-certified for seafood, and delivers approximately 250,000 meals per week across its two markets.

Name

Aarstiderne

Legal name

Aarstiderne A/S

Website

https://aarstiderne.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Aarstiderne A/S is a Danish organic meal-kit and grocery subscription company delivering weekly meal boxes, fruit and vegetable boxes, and 800+ organic grocery items to households in Denmark and Sweden, and operating private-label shop-in-shops in MENY stores following its 2024 acquisition by Dagrofa A/S.

Ownership category

akta.pro rank

Product category

Organic Meal Kit and Grocery Delivery

NAICS

All Other Specialty Food Retailers (445298)

SIC

Retail-Food Stores (5400)

akta.pro primary industry

Direct-to-Consumer Meal Kit Subscriptions (CRAHAJAA)

akta.pro secondary industries

Fresh Food Subscription/CSA & Produce Box Retail (CRAHAHAG), Meal Kits & Recipe Box Subscriptions (AFAIANAA)

Keywords

• Organic meal kits
• Meal box subscriptions
• Organic grocery delivery
• Fruit and vegetable boxes
• Online organic food

Headquarters

HQ city

Fredensborg

HQ country

Denmark

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Meal Box Subscriptions: Weekly or periodic delivery of curated meal boxes (e.g., BudgetKassen, VegetarKassen, 500KalorierKassen, Børnenes Favoritter, Lynhurtige Livretter). Customers choose box type and serving size. Operates on a subscription model with flexible intervals.
2. Fruit and Vegetable Boxes: Pre-curated boxes of seasonal organic fruit and vegetables (e.g., Avlernes FrugtKasse, Den Lille TomatKasse, OverskudsFrugtKasse) available for subscription or one-time purchase.
3. Grocery / Daily Goods: Over 800 individual grocery items available for one-time purchase or subscription, including produce, dairy, meat, fish, pantry staples, and specialty items. All items are 100% organic.
4. MåltidsPosen (Meal Pouch): Single-meal kit launched January 2025 containing recipe and all ingredients for one meal (2 or 4 persons). Sold individually, priced per portion.
5. Aarstiderne Plus Membership: Annual membership (749 kr/year) providing 10% discount on all purchases, free packing, free delivery, and 10% discount at farm shop and café.
6. MENY Private Label / Shop-in-Shop: Following Dagrofa acquisition, Aarstiderne products sold as private label in MENY stores nationwide, with dedicated shop-in-shop setups.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Aarstiderne sells 100% organic meal box subscriptions (17 variants including BudgetKassen, VegetarKassen, Børnenes Favoritter), fruit and vegetable boxes, and an online grocery store with 800+ items delivered weekly to Danish and Swedish households. The company also offers MåltidsPosen single-meal kits, the Aarstiderne Plus annual membership with 10% discount and free delivery, and a B2B channel for corporate organic meal solutions.

Product overview

Aarstiderne is an organic meal kit and grocery subscription company operating on a platform-plus-modules model. The core offering consists of weekly Måltidskasser (meal boxes) in 16+ variants (e.g., Lynhurtige Livretter, BudgetKassen, VegetarKassen, 500KalorierKassen, Børnenes Favoritter) and Frugt- & GrøntKasser (fruit and vegetable boxes), supplemented by an online Dagligvarer (grocery) store with 800+ organic products and the newer MåltidsPosen single-meal solution. Supporting modules include Aarstiderne Plus (annual membership with 10% discount and free delivery), the Aarstiderne mobile app (iOS/Android), Aarstiderne Food Impact (climate footprint tracker), and production workshops Det Grønne Værksted and Det Varme Værksted that develop value-added products like fermented goods, pestos, and plant-based fillings.

Differentiator

Problem solved

Functional benefit

Brands

• Aarstiderne Food Impact: An initiative that measures the climate footprint of meals in Aarstidernes meal boxes, sharing CO2 data with customers.
• Det Grønne Værksted
• Det Varme Værksted
• Aarstiderne Plus

Products and services

• Måltidskasser (Meal Boxes) Weekly subscription meal boxes delivering organic recipes and pre-portioned ingredients in 17 variants targeting different dietary preferences, household sizes, and price points. Includes budget, vegetarian, low-calorie, family-friendly, quick, and weekend-format boxes.
• Frugt- & GrøntKasser (Fruit and Vegetable Boxes)

Quantifiable outcome

• 322 grams of fruit and vegetables per portion on average — highest among Danish meal box providers
• +4 more outcomes

Named customers1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Five partnerships are on record, tiered flagship and minor.

• MENY (Dagrofa)flagshipChannel Partner/ Reseller/ DistributorAarstiderne products are sold as private label in all MENY stores across Denmark, with dedicated shop-in-shop setups. This is the first major retail expansion for Aarstiderne. Products include organic fruit, vegetables, and specialty items at the same quality as the meal boxes. Launch announced 23 January 2025.
• Bælgfrugtpartnerskabet (Legume Partnership)minorStrategic or Co-development PartnerAarstiderne partners with Bælgfrugtpartnerskabet as part of the 'Lyst til flere grønne måltider' strategy to strengthen the green agenda and increase legume consumption.
• PlanteværketminorStrategic or Co-development PartnerAarstiderne partners with Planteværket to develop and promote plant-based products and green meal solutions as part of the new sustainability strategy.
• Klub 12.3 (Food Waste Club)minorStrategic or Co-development PartnerAarstiderne participates in the food minister's Klub 12.3, a food waste reduction initiative, aligning with the company's sustainability goals.
• MSC (Marine Stewardship Council)minorOthersAarstiderne requires all fresh and frozen fish and shellfish to be MSC-certified, ensuring sustainable fisheries and environmental responsibility.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Blue Apron: US direct-to-consumer meal-kit pioneer offering weekly recipe-based boxes with pre-portioned ingredients. Comparable subscription cadence, meal kit variants, and consumer target despite geographic separation.
• Sun Basket: US healthy/organic meal-kit and prepared-meal subscription service. Comparable organic positioning, dietary-segmented meal boxes (vegetarian, low-calorie, family), and DTC subscription model.
• HelloFresh: Global leader in direct-to-consumer meal-kit subscriptions operating across Europe, including Denmark and Sweden. Closely comparable subscription model, weekly box delivery cadence, and recipe-included meals targeting similar households.
• Simple Feast: Nordic plant-based meal-kit subscription brand operating in Denmark, Sweden and other markets. Comparable DTC subscription model and sustainability/organic positioning, though narrower (plant-based only) than Aarstiderne's omnivorous and vegetarian box portfolio.
• Nemlig.com: Leading Danish online grocery delivery service offering home delivery of conventional and organic groceries. Overlaps with Aarstiderne's Dagligvarer store (800+ SKUs), direct-to-consumer e-commerce, and home delivery model, though broader assortment and not a meal-kit specialist.
• Abel & Cole: UK-based organic grocery and produce-box subscription service with home delivery. Highly comparable model: weekly subscription boxes, organic-first assortment, 25+ year brand heritage, and focus on sustainability credentials.
• Riverford Organic Farmers: UK organic farm-to-doorstep vegetable box and grocery delivery service, employee-owned. Closely comparable subscription produce boxes and farm-direct organic sourcing model serving health-conscious households.
• Green Chef: US-based organic meal-kit subscription owned by HelloFresh. Comparable DTC organic meal kits with weekly delivery and recipe-included ingredients for health-conscious consumers.

Broad incumbents

• COOP Danmark: Largest Danish grocery retail cooperative with organic (Ø-mærket) private-label lines, online grocery (mad.coop.dk), and meal-solution offerings. Comparable on organic grocery retail and online food delivery, with far larger scale and physical-store footprint than Aarstiderne.
• Dagrofa (parent company context): Acquired Aarstiderne in late 2024 and operates MENY, SPAR, Min Købmand, Let-Køb grocery banners plus Dagrofa Foodservice wholesale. Comparable as a Danish organic and meal-solutions provider via retail/wholesale channels, and now the corporate parent/integrated distribution platform for Aarstiderne.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Aarstiderne
• Facebookfacebook.com/aarstiderne

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Aarstiderne