What Lolex does

Lolex ApS is a privately held Danish regulatory consultancy, founded in 2006 by Lone Blanner Jul and Lotte Timmermann, that specializes exclusively in food and food supplement labelling compliance. The firm is headquartered in Fredericia, Denmark, and operates with a six-person team — five labelling experts and one coordinator. Lolex advises producers, retailers, and supermarket chains on compliant labelling for Denmark, Norway, Sweden, and Germany, covering own-brand and private label products, ingredient lists, nutrition declarations, claims evaluation, special foods (food supplements, fortified foods, infant formula, foods for special medical purposes), product legality assessments, and mandatory notifications to national authorities.

The service portfolio consists of two revenue streams: bespoke regulatory labelling consultancy delivered through direct engagement with clients, and a structured training catalogue of three open-enrollment courses (product names and claims, ingredient lists, nutrition declarations) plus a customized in-house course offering. Course pricing is publicly disclosed (DKK 4,000 per single course, with bundle pricing for two or three courses), while consultancy fees are quote-based. The company employs no proprietary technology platform — its deliverable is human expert judgment grounded in EU and national food information regulations, retailer quality policies, and country-specific labelling rules. Marketing is content-driven (blog articles and a low-frequency newsletter) combined with direct inbound contact via web forms and phone.

Lolex's business model is a classic small-partner professional services firm with deep specialization as its core differentiator. Named enterprise clients include Danish retailers Salling Group and Coop (both multi-year relationships focused on private label declarations), Mars Multisales Nordic, Løgismose, Wios Food, Helsam, TJIA FOODS, and Retap. There is no external investment, no parent company, and no disclosed institutional ownership; the firm operates as a founder-owned ApS (Danish private limited company).

Name

Lolex

Legal name

Lolex ApS

Website

https://lolex.dk

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Lolex is a Danish regulatory consultancy founded in 2006 that advises food producers, retailers, and supplement companies on compliant labelling across Denmark, Norway, Sweden, and Germany. It also delivers structured training courses on labelling topics, operating with a six-person specialist team.

Ownership category

akta.pro rank

Product category

Food Labelling Consultancy

akta.pro primary industry

Label Artwork/Regulatory Review & Compliance Consulting (FDA/USDA/EFSA; format, allergens, QUID) (AFALAHAL)

akta.pro secondary industries

Ingredient & Sub-Ingredient Label Claim Verification (incl. compound ingredients) (AFALAHAC), “Free-From” & Allergen-Free Claim Substantiation (e.g., gluten-free, peanut-free) (AFALAHAD)

Keywords

• Food labelling consultancy
• Regulatory compliance services
• Food supplement labelling
• Nutrition declaration training
• Private label qualification

Headquarters

HQ city

Fredericia

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Regulatory Labelling Consultancy: Lolex provides expert consultancy services on food and food supplement labelling for producers, retailers, and supermarket chains in Denmark, Norway, Sweden, and Germany. Services include label review, compliance evaluation, specification qualification, product claims assessment, and notification to authorities.
2. Training Courses: Lolex offers open enrollment courses on labelling topics (product names and claims, ingredient lists, nutrition declarations) and custom in-house courses tailored to specific company needs and product categories.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Lolex provides expert consultancy on compliant food and food supplement labelling for producers, retailers, and supermarket chains operating in Denmark, Norway, Sweden, and Germany. Core services include label review and drafting, ingredient list and nutrition declaration preparation, claims evaluation, product legality assessment, private label specification qualification, and product notification to authorities. The firm complements its consultancy with open-enrollment and tailored training courses on labelling topics.

Product overview

Lolex is a specialized consultancy company founded in 2006, offering expert advice on compliant labelling of foods and food supplements in Denmark, Norway, Sweden, and Germany. The company provides three open enrollment training courses covering product names and claims, ingredient lists, and nutrition declarations, plus a customized on-site training option. Core services include food labelling consultancy, food supplement labelling, private label qualification, product compliance assessment, and regulatory notification services. Lolex serves producers, retailers, and supermarket chains, helping ensure all labelling meets EU and national regulatory requirements.

Differentiator

Problem solved

Functional benefit

Products and services

• Food Labelling Consultancy Expert consultancy on compliant food labelling in the Danish, Norwegian, Swedish, and German markets, covering own-brand and private label products including label review, drafting, and compliance verification for food producers, importers, and retailers.
• Food Supplement Labelling Consultancy Specialised consultancy on food supplement labelling for manufacturers, importers, and brand owners, including composition verification, claim evaluation, regulatory notification to authorities, and compliance with EU and national regulations in Denmark, Norway, Sweden, and Germany.
• Private Label Labelling Services Assistance with private label food products for major Danish retailers, including specification form completion, quality policy compliance, and coordination with retailer quality departments for products sourced from third-party suppliers.
• Special Foods Labelling Consultancy on labelling of special foods including food supplements, weight control meal replacements, foods for special medical purposes, fortified foods, infant formula, and cereal-based baby foods, including regulatory notification services.
• Product Compliance Assessment Evaluation of food legality covering trade standards, additive compliance, vitamins and minerals allowance, and correct product naming before product launch or import.
• Course on Product Names and Claims Full-day training course covering product naming rules, mandatory labelling information, nutrition and health claims regulations, 'free from' claims, and geographic origin requirements for food products. Priced at 4,000 DKK per participant.
• Course on Ingredient Lists Full-day training course on creating compliant ingredient lists, covering ingredient naming, compound ingredients, QUID calculations, allergens, additives (E-numbers), and Danish market-specific requirements. Priced at 4,000 DKK per participant.
• Course on Nutrition Labelling Full-day training course on nutrition declaration requirements, including content, format, calculation and rounding rules, sampling and packaging rules, vitamin and mineral declaration, and nutrition and health claim requirements. Priced at 4,000 DKK per participant.
• Tailored Labelling Course Customised in-house training course designed for specific company needs, covering general labelling rules with focus on topics relevant to the client's products. Conducted at client location or at Lolex premises, with pricing based on course content, materials, duration, and location.

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• SGS: World's largest testing, inspection and certification company with food regulatory services including labelling review and product compliance. Operates as a broader incumbent in the same regulatory advisory space Lolex serves, but at global scale.
• DNV: Independent assurance and risk-management company with a food and beverage assurance practice including certification, supply chain and labelling-related advisory. Comparable to Lolex as a regulated-industry service provider rather than a direct labelling consultancy.
• Eurofins Scientific: Global leader in food testing, certification and regulatory advisory with a dedicated food regulatory services arm. Eurofins competes with Lolex at the upper end of food labelling and compliance work for multinational brands, though Eurofins' core is lab-based testing rather than labelling-only consultancy.
• NSF International: Global public health and safety organization with food safety certification, auditing and regulatory services (including nutrition labelling and claims). Comparable to Lolex in regulatory advisory for food producers, with a much broader testing/auditing portfolio.
• Bureau Veritas: International testing, inspection and certification company with food industry services including regulatory compliance and labelling. Serves many of the same multinational food producers and retailers that Lolex supports.
• Mérieux NutriSciences (now part of Institut Mérieux / BioMérieux): Dedicated food testing, safety and regulatory services company supporting food producers and retailers with labelling, claims and compliance work. Comparable to Lolex in customer profile (food producers and retailers) and service scope (labelling/claims/regulatory).
• Intertek: Global testing, inspection and certification group with a food services business covering labelling compliance, regulatory advisory and product claims assessment. Overlaps with Lolex's enterprise labelling consultancy from a much broader platform.
• ALS Global: International testing services group with a dedicated food and pharmaceutical testing practice covering nutrition, allergen and compositional testing that informs labelling decisions. Adjacent to Lolex through shared food regulatory customers.

Direct peers

• FoodChain ID (formerly Eurofins Food Assurance / GLSI): Specialist food labelling, certification and regulatory services firm (non-GMO, organic, gluten-free, kosher) supporting food producers and retailers. Direct overlap with Lolex's labelling compliance and claims verification services for branded and private-label food products.

Others

• Food Standards Agency (UK) / national food regulator adjacent consultancies: Listed as a representative peer: national food regulators and their private-sector consulting ecosystems (UK FSA, German BVL/BfR, Norwegian Mattilsynet, Swedish Livsmedelsverket) shape the regulatory environment Lolex interprets — they are not competitors but a directly comparable 'food regulatory expertise' category for a labelling consultancy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Lolex