RetNemt.dk

What RetNemt.dk does

RetNemt.dk is a Danish direct-to-consumer meal kit subscription service operated by Cheffelo Denmark ApS, a subsidiary of the Scandinavian Cheffelo Group, and headquartered in Helsingør, Denmark. Founded in 2009, the company delivers pre-portioned fresh ingredients and step-by-step paper recipes directly to Danish households on a weekly cadence, with a 99% national delivery footprint covering all bridge-connected addresses plus Bornholm and Ærø. The offering centers on customer-built meal boxes configurable for 2–6 persons and 2–5 days per week, drawn from a 150-recipe weekly rotation across multiple sub-brand categories: Favorit (highest-rated recipes), Familievenlig (family classics), Hurtig (≤20-minute recipes), Vegetar (meat-free), and Kalorielet (≤600 kcal). A Kundeklub loyalty program and Gavekort gift cards supplement the core subscription.

The underlying technology is a proprietary machine learning personalization engine (egenudviklet) that processes customer preference data, purchase history, and recipe ratings to generate tailored weekly menu suggestions, refined through an onboarding quiz and continuous rating feedback. The system operates text-only and is integrated into the self-serve retnemt.dk website, which functions as the sole acquisition, configuration, and account-management channel. Supporting integrations include Bekey digital key access for locked apartment buildings, Google Analytics, and Facebook Pixel for retargeting.

The business model is product-led growth with a weekly recurring subscription revenue stream and no binding commitment — customers can skip weeks, pause, or cancel before the Wednesday 23:59 deadline. New-customer promotional discounts (advertised up to 833 kr) drive acquisition. Primary customer segments are busy Danish families seeking convenient, varied dinners, with a secondary health-conscious segment focused on calorie control and dietary restrictions. Distribution is exclusively direct-to-consumer home delivery, primarily during overnight windows (Sunday/Monday/Tuesday 00:00–08:00) with daytime options in select postal codes. Marketing channels include the website, email, paid social, plus cross-promotional loyalty partnerships with SAS EuroBonus and Scandic Friends.

Name

RetNemt.dk

Legal name

Cheffelo Denmark ApS

Website

https://retnemt.dk

Company type

Private

Founded year

2009

Operating status

Operating

Short description

RetNemt.dk is a Danish meal kit subscription service, operated by Cheffelo Denmark ApS, that delivers weekly pre-portioned ingredients and recipes to 99% of Danish households. It serves families and health-conscious consumers with a configurable 2–6 person box drawn from 150 weekly recipes personalized via a proprietary ML recommendation engine.

Ownership category

akta.pro rank

Product category

Meal Kit Subscription Services

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)

akta.pro primary industry

Direct-to-Consumer Meal Kit Subscriptions (CRAHAJAA)

akta.pro secondary industries

Meal Kits & Recipe Box Subscriptions (AFAIANAA), Meal kits & subscription meal components manufacturing (AFAKAHAD)

Keywords

• Meal kit delivery
• Food subscription service
• Recipe box delivery
• Home dinner kits
• Weekly meal kits

Headquarters

HQ city

Helsingør

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Meal Kit Subscription: Weekly recurring subscription model where customers receive personalized meal kits delivered to their doorstep. Customers pay per delivery based on selected meal options and portion sizes. The subscription auto-renews weekly with no binding commitment—customers can skip weeks, pause, or cancel anytime before the Wednesday 23:59 deadline.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

RetNemt.dk is a Danish direct-to-consumer meal kit subscription service that delivers fresh, pre-portioned ingredients with step-by-step paper recipes to customers' homes every week. Customers fully customize their box by selecting the number of persons (2-6) and number of meals (2-5 days), then choose from a rotating weekly menu of around 60-150 recipes across categories such as Favoritter, Familievenlig, Hurtig, Vegetar, and Kalorielet.

Product overview

RetNemt is a Danish meal kit delivery service operated by Cheffelo Denmark ApS, offering customizable weekly meal kit boxes delivered directly to customers' homes. The core product consists of fresh ingredients and chef-developed recipes portioned for 2-6 people across 2-5 days. Customers can choose from multiple meal categories: the Favorit (Favorites) sub-brand featuring top-rated customer favorites, Familievenlig (Family-Friendly) for classic family meals, Hurtig (Quick) for 20-minute recipes, Vegetar (Vegetarian) for meat-free options, and Kalorielet (Low-Calorie) with meals under 600 kcal. The service operates on a non-binding subscription model with flexible pause/cancellation options, supported by a free Kundeklub (Customer Club) loyalty program. All meals are developed by professional chefs with nutritional calculations and include step-by-step paper recipes.

Differentiator

Problem solved

Functional benefit

Products and services

• Måltidskasser (Meal Kits) Weekly subscription meal kit boxes delivered to customers' homes containing fresh pre-portioned ingredients and step-by-step recipes for home-cooked dinners. Customers choose the number of meals (2-5 days) and servings (2, 3, 4, or 6 people) and select recipes from the weekly menu.
• Favorit (Favorites) A meal category featuring the most popular and best-rated recipes among RetNemt customers, updated continuously with the highest-rated dishes.
• Familievenlig (Family-Friendly) A meal category designed for families with children, featuring both classic family favorites (e.g., fiskefrikadeller, lasagne, spaghetti bolognese) and new exciting dishes that are easy to prepare.
• Hurtig (Quick) A meal category featuring recipes that can be prepared in 15-20 minutes, designed for busy weekdays while maintaining quality and taste.
• Vegetar (Vegetarian) A vegetarian meal category featuring green and satisfying meat-free dishes combining fresh vegetables, legumes, and side dishes for every taste.
• Kalorielet (Low-Calorie) Light meals capped at maximum 600 kcal per portion, including buddha bowls, fresh fish dishes, and noodle salads designed to satisfy without overloading on calories.
• Kundeklub (Customer Club) A free membership loyalty program where customers earn bonus points with each purchase that can be redeemed for discount codes and prizes, including exclusive offers.
• Gavekort (Gift Cards) Prepaid gift cards valid for one year from purchase, allowing recipients to register a RetNemt customer account and apply the balance toward meal kit purchases.

Quantifiable outcome

• 150+ recipes available each week for customers to choose from
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• BekeycoreTechnology or IntegrationBekey provides digital access solutions enabling RetNemt's drivers to access locked apartment buildings for night deliveries. The solution uses digital keys on the driver's phone that are automatically deleted after delivery. This partnership is essential for serving customers in multi-unit residential buildings without requiring physical key exchange or daytime delivery.
• SAS EuroBonusminorGTM or Marketing PartnerLoyalty partnership allowing RetNemt customers to earn EuroBonus points when completing qualifying deliveries. Customers provide their EuroBonus membership number during registration to participate in the program.
• Scandic FriendsminorGTM or Marketing PartnerLoyalty partnership with Scandic Hotels' frequent guest program. RetNemt customers can earn Scandic Friends benefits (such as hotel points or overnight stays) when completing qualifying deliveries, as part of cross-promotional campaigns.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Simple Feast: Danish plant-based meal kit service offering weekly subscription boxes. Direct competitor in Denmark with overlapping sub-brand targeting (vegetarian/healthy) and comparable subscription mechanics.
• Aarstiderne: Long-established Danish organic meal box and grocery delivery service. Competes with RetNemt in the same Danish household segment, with an emphasis on seasonal and organic sourcing rather than ML personalization.
• HelloFresh: Global meal kit subscription leader, operating directly in Denmark and through Linas Matkasse in Sweden. Competes head-to-head with RetNemt on weekly recipe variety, subscription flexibility, and personalization in the same Danish market.
• Marley Spoon: Global meal kit subscription company serving Denmark and other European markets with weekly chef-designed recipes. Directly comparable business model (subscription, weekly delivery, recipe variety) targeting overlapping Danish families and professionals.
• Adams Matkasse: Norwegian meal kit subscription brand also under the Cheffelo Group umbrella. Comparable weekly subscription model and recipe rotation, but addresses the Norwegian market rather than Denmark directly.
• Middagsfrid: Swedish meal kit subscription brand operating under the same Cheffelo Group parent as RetNemt. Closely comparable product and operating model, but primarily serves Swedish households; useful sibling benchmark for cross-Nordic economics.
• Godtlevert: Norwegian meal kit service that was folded into the Cheffelo-owned Adams Matkasse brand. Direct peer in product and subscription mechanics, with Norwegian rather than Danish geographic focus.

Emerging players

• Sundere Mad: Smaller Danish ready-to-eat meal delivery service focused on calorie- and macro-controlled meals. Emerging player targeting overlapping health-conscious consumer segment with a different (prepared/RTD) format rather than recipe-based kits.

Broad incumbents

• Nemlig.com: Denmark's largest online grocery retailer, offering scheduled home delivery of full grocery assortments. A broader incumbent that competes with RetNemt for the same "convenient weeknight dinner" occasion, but as a general grocery destination rather than a curated meal kit.
• Coop.dk MAD: Danish retailer Coop's online grocery and meal solution arm. Overlaps with RetNemt on home-delivered convenience meals but operates as part of a national supermarket chain with broader grocery positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/aftensmadskalvaereretnemt

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 RetNemt.dk