What Novadan does

Novadan ApS is a Danish specialty cleaning chemicals and hygiene solutions company headquartered in Kolding, Denmark, founded in 1980 and operating as a wholly-owned subsidiary of the US-based diversified industrial conglomerate ITW (Illinois Tool Works). The company develops, produces, and services hygiene products across three primary verticals: Food Manufacturing (surface cleaning, cleaning-in-place, membrane cleaning, crate washing, lubrication, brewery, disinfection, and the Nova InSight monitoring platform), Agriculture (milking systems, udder hygiene, hoof care, slurry additives, calf feed, hygiene powder, and African Swine Fever prevention), and HORECA (the 900 Series traditional cleaning line, dish washing, laundry, floor care, sanitation, personal hygiene, and universal products). The portfolio is anchored by proprietary branded SKUs such as Ro Dan, Nova Calforce, Nova Optimizer, Viri Foam/Te Dip/Wash, Des Foam PAA, and Nova X-Dry/Nova Sani, and is supported by ISO 9001, 14001, and 27001 certifications plus the Nordic Swan Ecolabel for HORECA.

Underlying the chemistry portfolio is a modest but deliberate technology layer: Nova InSight provides monitoring and optimization of hygiene performance in food processing, and a centralized product/SDS database (datablade.novadan.dk) underpins regulatory and customer self-service. The business model is direct B2B, consultant-led sales of chemical consumables, dosing systems, and related services, with quote-based (non-public) pricing and no active e-commerce channel after the August 2023 discontinuation. Go-to-market is multi-channel — multilingual website in eight European languages (Danish, Swedish, Norwegian, English, German, Spanish, Estonian, Polish), LinkedIn presence under ITW Novadan Aps, downloadable brochures and SDS sheets, video content, and industry events such as the HI Exhibition 2025. Customers are mid-market and enterprise B2B accounts in food processing, agriculture, and HORECA across Europe, served by a technically qualified consultant workforce that emphasizes hands-on competence sharing in chemistry, microbiology, and process optimization.

Name

Novadan

Legal name

Novadan ApS

Website

https://novadan.dk

Company type

Private

Founded year

1980

Operating status

Operating

Short description

Novadan ApS is a Danish specialty cleaning chemicals and hygiene solutions company, owned by ITW (Illinois Tool Works), serving food processing, agriculture, and HORECA customers across Europe with direct, consultant-led B2B sales of branded hygiene products, dosing systems, and the Nova InSight monitoring platform.

Ownership category

akta.pro rank

Product category

Industrial Cleaning Chemicals

NAICS

Soap and Cleaning Compound Manufacturing (32561), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Other Detergent Manufacturing (325611)

SIC

Specialty Cleaning, Polishing And Sanitation Preparations (2842), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Chemicals & Allied Products (2800)

akta.pro primary industry

Hard Surface & Multi-Purpose Cleaners (All-purpose, Floor, Bathroom, Kitchen) (CRADAKAG)

akta.pro secondary industries

Dishwashing Products (Hand Dish Soap, Automatic Dishwasher Detergents, Rinse Aids) (CRADAKAF), Cleaning Chemicals & Disinfectants Distribution (CRAOAGAB), Eco-Friendly & Plant-Based Dishwashing Products (CRAJABAJ), Produce Wash & Food-Contact Surface Dish Cleaning Solutions (CRAJABAI)

Keywords

• Industrial cleaning chemicals
• Food hygiene solutions
• Agricultural sanitation products
• HORECA cleaning supplies
• Cleaning-in-place systems

Headquarters

HQ city

Kolding

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Cleaning Chemical Products: Sale of cleaning chemicals, disinfectants, and hygiene solutions to food processing, agricultural, and HORECA customers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Novadan develops, manufactures, and supplies cleaning chemicals, disinfectants, and hygiene solutions for the food processing, agriculture, and HORECA (hotel, restaurant, catering) industries. The company offers a full product portfolio spanning surface cleaning, cleaning-in-place (CIP), membrane cleaning, disinfection, lubrication, brewery solutions, udder and hoof care, milking system hygiene, and HORECA professional cleaning, supported by consultant-led application expertise and the Nova InSight monitoring platform.

Product overview

Novadan is a Danish cleaning solutions company providing hygiene products across three main industry verticals: Food Manufacturing, Agriculture (Agro), and HORECA (Hotels, Restaurants, Catering). The product portfolio is organized as a platform of modular cleaning and hygiene solutions with named branded products. The Food division offers core modules including Surface Cleaning (OPC), Cleaning in Place, Membrane Cleaning, Crate Washing, Lubrication, Brewery Solutions, Disinfection, and Nova InSight for monitoring. The Agriculture division provides solutions for Milking Systems, Udder Hygiene, Surface Cleaning, Hoof Care (Nova Hoof Hygiene), Slurry Additive, and Hygiene Powder. The HORECA division offers the 900 Series for traditional cleaning, Personal Hygiene, Dish Washing, Laundry, Floor Care, Sanitation, and Universal cleaners. Named branded products include Nova X-Dry, Nova Sani, Nova Calforce, Nova Optimizer, Ro Dan products (98, 300 E, 264), Viri product line (Foam, Te Dip, Wash), Perfect Alka, Des Foam PAA, and Nova FD. Novadan also provides sector-specific handbooks and cleaning guides for food processing, HORECA, bakeries, butcher shops, and fish processing operations.

Differentiator

Problem solved

Functional benefit

Brands

• Nova InSight: A product/service offering in the food industry segment related to cleaning solutions and monitoring.
• Ro Dan
• Nova X-Dry
• Nova Sani

Products and services

• Surface Cleaning (OPC)

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Kersia: European specialist in food safety, biosecurity, and hygiene solutions for dairy, livestock, and food processing — overlaps with Novadan's Agro and Food divisions, particularly in udder hygiene and farm sanitation.
• Dr. Weigert: German specialist in cleaning, disinfection, and hygiene for food service, healthcare, and industrial applications — directly comparable European mid-market player focused on professional cleaning chemistry and dosing systems.
• Schülke & Mayr: European manufacturer of disinfectants, cleaning agents, and hygiene products for food, healthcare, and hospitality — comparable German-headquartered competitor with overlapping food and HORECA solutions.
• Christeyns: Belgian-based specialist in professional detergents, hygiene, and cleaning chemicals for food processing, laundry, and HORECA — comparable mid-sized European player with similar vertical coverage and chemistry-plus-service model.
• Solenis (formerly Diversey): Provides cleaning, sanitation, and hygiene solutions to food & beverage, dairy, and hospitality customers globally — directly comparable in product scope (CIP, surface cleaning, disinfection) and end-market focus to Novadan's Food and HORECA verticals.

Broad incumbents

• Ecolab: Global leader in water, hygiene, and infection prevention solutions serving food processing, agriculture, and HORECA — the largest direct competitor to Novadan's portfolio and a benchmark for the consultant-plus-chemistry GTM model.
• BASF (Care Chemicals & Industrial Solutions): Global chemical major supplying raw materials, formulations, and finished cleaning ingredients to hygiene markets including food processing and HORECA — a broad incumbent that competes with and supplies into Novadan's category.

Emerging players

• Hydra Industrial Group: Specialist in cleaning-in-place (CIP) and process hygiene for food and beverage manufacturers — directly comparable in the CIP and food processing hygiene segment where Novadan also has a strong core offering.
• DeLaval (cleaning & hygiene segment): Primarily dairy equipment but supplies milking system cleaning, udder hygiene, and farm sanitation chemicals — direct overlap with Novadan's Agro segment, especially in dairy hygiene solutions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/itw-novadan-aps

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 Novadan