What Bakehuset does

Bakehuset AS is Norway's largest bakery group, wholly owned by grocery conglomerate NorgesGruppen, with operating roots tracing to 1753. The company operates 11 local bakeries and 7 confectioneries (konditorier) that produce fresh bread, rolls, pastries, cakes, and buns nightly for nationwide distribution. Its retail products are sold primarily through NorgesGruppen-owned chains — KIWI, MENY, SPAR/EUROSPAR, Joker, and Nærbutikken — and through Bunnpris. The 11-bakery footprint enables nightly fresh delivery to most of Norway south of Rørvik in Trøndelag; North Norway is not currently served for some products.

The product portfolio centers on a health-positioned bread range: the Våre Groveste sub-brand (extra-coarse, keyhole-labeled whole grain breads at 82–100% coarseness), the Våre Minste 33%-smaller loaves launched in 2015 to reduce food waste, license/co-branded lines with fitness influencer Funkygine (Fiberbrød, Fiberstykker, Proteinstykker), and local/seasonal SKUs such as Norsk Fjellbrød and REALE pølse- og burgerbrød. Beyond retail bread, Bakehuset operates a B2B bake-off wholesale business serving hotels, canteens, restaurants, and grocery wholesalers via fresh direct delivery in Southern and Central Norway, nationwide distribution through ASKO (NorgesGruppen's wholesale arm), and a cake-ordering service routed through partner platforms (kakemakeren.no, raskekaker.no, kakebestilling.no, kakebutikk.no) with next-day pickup at partner retail stores.

Commercially, Bakehuset generates revenue through three streams: (i) nightly retail deliveries of fresh bread and baked goods to grocery chains, (ii) bake-off and wholesale supply to foodservice and wholesale customers, and (iii) online cake orders fulfilled at partner retail locations. Underlying technology is traditional artisan baking with no proprietary software platform; supporting IT comprises Salesforce for inquiry/complaint handling and standard website/cookie analytics. The company is actively positioned around public-health partnerships — Saltpartnerskapet (2015), Felles løft for et sunnere kosthold (2017) — and sustainability programs including palm-oil removal (2012–2013), Too Good To Go labeling (2023), and recyclable Scandinavian-timber paper packaging.

Name

Bakehuset

Legal name

Bakehuset AS

Website

https://bakehuset.no

Company type

Private

Founded year

1753

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Bakehuset is Norway's largest bakery group, operating 11 bakeries and 7 confectioneries under NorgesGruppen to produce fresh bread and baked goods nightly for nationwide grocery retail, B2B foodservice, and cake-ordering channels.

Ownership category

akta.pro rank

Product category

Commercial Bakery

NAICS

Commercial Bakeries (311812), Baked Goods Retailers (445291)

SIC

Bakery Products (2050)

akta.pro primary industry

Wholesale / Commercial Bakeries (B2B Supply) (THAFAFAF)

akta.pro secondary industries

Retail Bakeries (Bread & Daily Bakery) (THAFAFAA), Bakery & Desserts Distribution (CRAOABAE)

Keywords

• Fresh bread production
• Wholesale bakery
• Bake-off products
• Whole grain bread
• Artisanal baked goods

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail bread and baked goods sales: Bakehuset bakes and delivers fresh bread and baked goods to grocery stores nightly. Products are sold through NorgesGruppen retail chains (KIWI, MENY, SPAR, Joker, Nærbutikken) and Bunnpris across Norway (south of Rørvik in Trøndelag).
2. Bake-off and wholesale to business customers: Bakehuset supplies bake-off products, bread, buns, pastries and other products to wholesalers, grocery stores, hotels, canteens and restaurants. Deliveries are made via fresh direct deliveries in Southern/Central Norway and ASKO wholesale distribution nationwide.
3. Custom cake ordering: Customers can order custom cakes online for next-day pickup at KIWI, MENY, SPAR/EUROSPAR or Joker stores via dedicated ordering portals (kakemakeren.no, raskekaker.no, kakebestilling.no, kakebutikk.no).

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Bakehuset is Norway's largest bakery, operating 11 local bakeries and 7 confectioneries that bake and distribute fresh bread, whole grain loaves, buns, pastries and cakes nightly to grocery retail chains (KIWI, MENY, SPAR, Joker, Nærbutikken, Bunnpris) and business customers (wholesalers, hotels, canteens, restaurants) via bake-off solutions and ASKO wholesale. The company also runs a custom cake ordering service for next-day pickup at partner grocery stores.

Product overview

Bakehuset is Norway's largest bakery operating 11 local bakeries and 7 confectioneries across the country. The product portfolio includes fresh daily bread and baked goods distributed through NorgesGruppen stores (KIWI, MENY, SPAR, Joker, Nærbutikken) and Bunnpris, as well as bake-off products for businesses. Key product lines include the Våre Groveste sub-brand (Grovbrød, Speltbrød, Kornbrød, Havrebrød, Matpakkebrød) - all over 80% coarse, keyhole-labeled high-fiber breads; branded co-products with influencer Funkygine (Fiberbrød, Fiberstykker, Proteinstykker); local breads like Norsk Fjellbrød and Julius Favorittbrød; specialty products like REALE sausage/burger buns; smaller formats (Våre Minste brød); and a cake ordering service via partner platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Våre Groveste: A series of whole grain bread products all with over 80 percent coarseness, keyhole-labeled, and high in fiber.
• Våre Minste
• Funkygine Fiberbrød
• Norsk Fjellbrød
• Bakerens Utvalgte
• Julius Favorittbrød

Products and services

• Våre Groveste Grovbrød

Quantifiable outcome

• Two out of three bread varieties are now whole grain or extra whole grain, with a 60%+ increase in whole grain share since 2012.
• +2 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Eight partnerships are on record, tiered minor and core.

• NTNU (Norges teknisk-naturvitenskapelige universitet)minorOthers · 1 January 2025Bakehuset donated 1.2 million kroner to NTNU research on childhood dementia (barnedemens). In Q1 2026, 1 krone from each sold Norsk Fjellbrød was set aside for this research.
• Too Good To GocoreStrategic or Co-development Partner · 1 January 2023Bakehuset partners with the food rescue movement Too Good To Go on labeling the back of bread bags with tips to reduce food waste. The labeling includes messages like 'Blend it to breadcrumbs for coating', 'Perfect pair: leftover food + leftover bread', 'From dry to toast: even the end slice is good in a toaster', and 'Crispy suggestion: make croutons and toast from leftovers'. This labeling reaches consumers directly at home on the kitchen counter.
• Helse- og Omsorgsdepartementet (Ministry of Health and Social Affairs)coreStrategic or Co-development Partner · 1 January 2017Bakehuset signed the 'Felles løft for et sunnere kosthold' agreement with Helse- og Omsorgsdepartementet, committing to public health goals to increase consumption of whole grain products by 20% by 2021.
• Norges Rugbyforbund (Norwegian Rugby Federation) — Women's National TeamminorGTM or Marketing Partner · 1 January 2016Since summer 2016, Bakehuset has sponsored the Norwegian Women's Rugby National Team. Rugby is described as an energetic, physically demanding sport requiring endurance. The partnership provides the team with bread and baked goods for energy and nutrition support, and Bakehuset gets brand visibility and association with health and sports performance.
• Helsedirektoratet (Norwegian Directorate of Health)coreStrategic or Co-development Partner · 1 January 2015Bakehuset signed the Saltpartnerskapet (Salt Partnership) with Helsedirektoratet in October 2015, committing to systematic salt reduction in bread since 2012. The company also signed the 'Felles løft for et sunnere kosthold' (Joint effort for a healthier diet) agreement with the Ministry of Health and Social Affairs to increase whole grain consumption.
• NorgesGruppencoreChannel Partner/ Reseller/ DistributorNorgesGruppen is the parent/group company that owns the retail chains (KIWI, MENY, SPAR, Joker, Nærbutikken) where Bakehuset products are sold. Bakehuset is part of the NorgesGruppen group and reports sustainability data through NorgesGruppens konsernrapportering in accordance with the Transparency Act (Åpenhetsloven).
• DebiominorStrategic or Co-development PartnerDebio manages organic certification and labeling (Ø-merket/green organic label) in Norway. Bakehuset uses the Debio organic label on products that meet organic production standards.
• NHO-prosjektet 'Ringer i Vannet'minorOthersBakehuset is committed to the NHO project 'Ringer i Vannet' (Rings in Water) focused on inclusion in the workplace, helping people outside the regular labor market find employment. The company participated in the national Inclusion Initiative (Inkluderingsdugnaden) launched by the government in June 2018.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Fazer Bakeries: Finland-headquartered Nordic food group with a major industrial bakery division producing bread and baked goods across the Nordics and Baltics. Comparable in scale and product breadth; broader incumbent with confectionery and foodservice operations beyond bakery.
• Aryzta: Global bakery company producing frozen and fresh baked goods for retail and foodservice across Europe and North America. Comparable industrial-bakery business model with broader global footprint and overlap in bake-off/frozen categories.
• Grupo Bimbo: World's largest bakery company with operations across the Americas, Europe, and Asia. Comparable in industrial bakery scale and retail-channel distribution model; much broader global incumbent not directly competing in Norway.
• Lantmännen Cerealia: Swedish agricultural cooperative and food manufacturer operating a broad bakery and cereal portfolio (including Hatting). Comparable in bakery and grain-based manufacturing scale, with broader food and agricultural operations beyond bakery.

Regional players

• Pågen: Swedish industrial bakery specializing in pre-baked and frozen bread products (limpor, loaves, rolls) for retail and foodservice. Comparable wholesale-bakery model with overlap in bread and roll categories, though focused on frozen/par-baked formats serving Nordic markets.
• Hatting: Danish commercial bakery owned by Swedish agricultural cooperative Lantmännen, producing fresh bread and baked goods for the Danish retail market. Comparable in business model (industrial-scale bakery supplying grocery chains) but operating in a different Nordic geography.
• Schulstad Bakery: Danish industrial bakery producing bread and baked goods for retail and foodservice across Denmark. Directly comparable wholesale-bakery model serving Nordic grocery chains; regional peer due to different national market.

Direct peers

• Mesterbakeren: Norway's other major commercial bakery, producing and distributing fresh bread and baked goods through Norwegian grocery and convenience channels. Mesterbakeren is the closest head-to-head competitor to Bakehuset in the Norwegian wholesale bakery market.
• Best Baker: Norwegian industrial bakery brand producing fresh and packaged bread, historically owned by Rieber & Søn (now Orkla). Competes with Bakehuset in Norwegian grocery channels with overlapping SKUs and similar retail customer base.
• Panemor: Norwegian in-store bakery brand supplying baked goods to retail and foodservice channels. Overlaps with Bakehuset's bake-off and B2B product line; competes in the same Norwegian market segment.

Market position

Strengths4 records

Competitive moat5 records

Key highlights6 records

Customer concentration

• Facebooknb-no.facebook.com/bakehuset.no
• Instagraminstagram.com/bakehuset_lokaletradisjoner
• TikToktiktok.com/@bakehuset

Compliance2 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 Bakehuset