Let's cook right
Eldum Rétt is an Icelandic direct-to-consumer meal kit subscription service, founded 2014, delivering pre-portioned weekly recipe-and-ingredient packages to households across Iceland and selling single dishes via Hagkaup grocery stores.
- Company typePrivate
- Founded2014
- HeadquartersKópavogur, Iceland
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Let's cook right does
Eldum Rétt hf. (operated as 'Let's cook right' / 'Eldum rétt') is an Icelandic meal kit delivery company founded in 2014 and headquartered at Smiðjuvegi 4B, Kópavogur. The company operates a direct-to-consumer online platform offering weekly subscription packages in which customers select 2–5 dishes from a rotating menu of 22 options, with portions scaled for 1–4 adults and recipes included. The core technology stack is an e-commerce platform with subscription management, a recipe development system, and nationwide supply-chain logistics for ingredient delivery across Iceland via Flytjandi (Eimskip), Pikkoló pickup stations, and direct home delivery in the capital region.
The product portfolio comprises five core packages — Veldu rétt (customizable), Sígildi pakkinn (classic), Fisklausi pakkinn (fish-free), Léttlagaði pakkinn (light/family-friendly), and Vegan pakkinn — plus the 'Tilbúið til eldunar' (Ready to Cook) sub-line launched in 2024 with 15–20 minute prep times. Retail distribution extends the brand into Hagkaup grocery stores through the 'Einstakir réttir' single-dish line, and limited-edition occasion products (e.g., HM 2026 World Cup packages) drive incremental purchases. Gift cards in 5,000–30,000 ISK denominations valid for 5 years provide a secondary revenue stream.
The business model is primarily recurring subscription revenue from weekly/bi-weekly deliveries, augmented by one-time retail and gift-card purchases. Pricing for subscriptions ranges from 4,520 ISK (Veldu rétt base) to 12,524 ISK (Sígildi), with regional delivery fees of 890–1,400 ISK. The company has been recognized as a market leader in Icelandic meal kits, claiming 'thousands' of weekly subscribers, and has earned consecutive operational excellence awards from Viðskiptablaðið/Keldan and Creditinfo (top 2% of Icelandic firms, 2019). Certifications include FSC packaging, GDPR compliance, and the ÍST 85 equal pay standard. The company is privately held with no disclosed investors, funding rounds, or subsidiaries.
Let's cook right firmographics
Firmographics- Name
- Let's cook right
- Legal name
- Eldum Rétt hf.
- Website
- https://eldumrett.is
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Eldum Rétt is an Icelandic direct-to-consumer meal kit subscription service, founded 2014, delivering pre-portioned weekly recipe-and-ingredient packages to households across Iceland and selling single dishes via Hagkaup grocery stores.
- Ownership category
- akta.pro rank
Let's cook right industry classification
Industry- Product category
- Meal Kit Delivery
- NAICS
- Perishable Prepared Food Manufacturing (311991), Food Manufacturing (311)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Meal Kits Featuring Meat/Seafood (Heat-and-Eat Components) (AFANAFAG)
- akta.pro secondary industries
- Shelf-Stable Ready-to-Eat Meals & Meal Kits (Packaged) (CRADAAAJ), Seafood Meal Kits & Heat-and-Eat Entrées (Prepared Meals Featuring Seafood) (AFANALAH)
Keywords
Where Let's cook right is headquartered
LocationHeadquarters
- HQ city
- Kópavogur
- HQ country
- Iceland
- HQ region
- Europe
Offices1 record
Markets served
Let's cook right business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Meal Kit Subscription: Weekly or bi-weekly subscription meal kit service where customers select 2-5 dishes from a rotating weekly menu. Customers choose serving sizes for 1-4 adults. Order deadline is Thursday midday. Revenue is recurring on a per-delivery basis.
- Specialty Dishes at Hagkaup: Individual ready-to-cook dishes branded 'Einstakir réttir' sold in all Hagkaup grocery stores. These are premium specialty dishes for two people with cooking instructions included.
- Gift Cards: Gift certificates available in denominations of 5,000, 10,000, 15,000, 20,000, 25,000, and 30,000 ISK. Valid for 5 years from issue date and can be used multiple times until balance is fully used.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Weekly | Veldu rétt (Choose your dishes) - customizable meal kit starting from 4,520 kr |
| Subscription | Weekly | Sígildi pakkinn (Classic package) - 12,524 kr |
| Subscription | Weekly | Léttlagaði pakkinn (Light package) - 7,560 kr |
| Subscription | Weekly | Vegan pakkinn (Vegan package) - 11,345 kr |
| One time/ perpetual license | Multi-year contract | Gift cards - 5,000 to 30,000 kr |
| One time/ perpetual license | Pay-as-you-go | HM 2026 World Cup special dishes - 4,990 to 8,990 kr |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Let's cook right product offering
Product offeringCore offering
Eldum rétt is an Icelandic meal kit delivery service that delivers pre-portioned ingredients with recipes directly to consumers across Iceland. Customers select 2–5 dishes weekly from a rotating menu of 22 options, choosing serving sizes for 1–4 adults, with orders placed by Thursday midday for delivery the following week. The company also sells individual ready-to-cook dishes through Hagkaup grocery stores and offers gift cards.
Product overview
Eldum rétt operates as a meal kit delivery service offering five core package types with a flexible selection model. The main 'Veldu rétt' (Choose Your Own) platform allows customers to select 2-5 dishes weekly from 22 rotating options, while pre-curated packages include Sígildi pakkinn (Classic), Fisklausi pakkinn (Fish-Free), Léttlagaði pakkinn (Light), and Vegan pakkinn (Vegan). The 'Tilbúið til eldunar' (Ready to Cook) sub-line offers 15-20 minute meal solutions. Individual dishes are sold through Hagkaup retail partners, and the company periodically releases limited-edition themed packages such as the HM 2026 World Cup collection. All packages include pre-portioned ingredients with detailed recipes and are delivered nationwide.
Differentiator
Problem solved
Functional benefit
Brands
- Tilbúið til eldunar: A ready-to-cook product line launched in 2024, offering meals that can be prepared in 15-20 minutes with minimal preparation and cleanup. The line expanded from two dishes per week to four.
Products and services
- Veldu rétt (Choose Your Own)
Quantifiable outcome
- 33% lower carbon footprint than grocery store shopping (6.1 kg CO2 per meal vs 8.1 kg CO2 for store-bought meals)
- +3 more outcomes
Companies that use Let's cook right
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Let's cook right technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature3 records
Let's cook right partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- HagkaupcoreHagkaup is a major Icelandic grocery chain where Eldum rétt's 'Einstakir réttir' (special dishes) are sold. These premium specialty dishes for two people are available in all Hagkaup stores, providing retail distribution for the meal kit brand. The dishes come with precise ingredient quantities and cooking instructions, updated weekly to match the online menu.
- Flytjandi (Eimskip)coreFlytjandi is Eimskip's domestic delivery service that handles nationwide meal kit distribution for Eldum rétt. Provides pickup stations across Iceland for customers outside home delivery areas. Delivery schedule includes capital area (Monday 11:00-18:00), Akureyri (Tuesday), and pickup stations nationwide.
- PikkolóminorSelf-service pickup locations offering an alternative to Flytjandi stations for meal kit collection. Pickup fee of 680 kr applies.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
Let's cook right competitors and assessment
Company assessmentDirect peers
- Blue Apron: US meal kit subscription service offering weekly recipe selection with pre-portioned ingredients. Direct competitor in the D2C meal-kit subscription category, providing a useful benchmark for category economics and churn.
- Marley Spoon: Global meal-kit subscription brand operating across the US, Europe, and Australia, also owned by HelloFresh group. Closely comparable weekly subscription model with rotating menus and portion customization.
- EveryPlate: Value-oriented meal-kit subscription operated by HelloFresh. Comparable D2C meal-kit subscription model positioning on affordability, relevant for assessing Eldum rétt's tiered pricing strategy.
- HelloFresh: Global meal kit subscription leader operating weekly recipe-choice D2C delivery. Directly comparable business model (subscribe, select dishes, get pre-portioned ingredients) and the most relevant anchor for meal-kit category dynamics affecting Eldum rétt.
- Gousto: UK-based meal kit D2C subscription with a rotating weekly menu and multiple package tiers (classic, vegetarian, etc.). Closely mirrors Eldum rétt's tiered subscription model and weekly menu cadence.
Others
- Hagkaup: Iceland's largest grocery chain and Eldum rétt's retail distribution partner for 'Einstakir réttir' specialty dishes. Operates in grocery retail adjacent to meal-kit category and represents both a customer and a competitive grocery alternative.
Regional players
- Linas Matkasse: Swedish meal-kit subscription service, the established Nordic category leader. Directly comparable operating model and customer segments, but serves a different country market than Eldum rétt.
- Retnemt.dk: Danish meal-kit D2C subscription service. Closely mirrors Eldum rétt's recipe-portion model and weekly menu rotation, serving as a Nordic benchmark outside Iceland.
- Middagskonsept: Norwegian meal-kit subscription and ready-meal service. Strong category overlap (weekly rotating menus, D2C delivery, ready-to-cook options) but operates in a different Nordic geography.
Emerging players
- Simple Feast: Nordic-origin ready-to-eat/ready-to-heat plant-based meal brand founded in Denmark. Comparable in adjacent 'convenience meal' category and helpful benchmark for Eldum rétt's Tilbúið til eldunar line extension.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Let's cook right social profiles
Digital presenceLet's cook right compliance and trust
Trust signalCompliance3 records
Let's cook right financial estimates
Financial estimateRevenue estimate
Valuation estimate
Let's cook right leadership team
Management profileNumber of profiles
Profiles9 records
Let's cook right funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Let's cook right M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Let's cook right
What does Let's cook right do?
Eldum rétt is an Icelandic meal kit delivery service that delivers pre-portioned ingredients with recipes directly to consumers across Iceland. Customers select 2–5 dishes weekly from a rotating menu of 22 options, choosing serving sizes for 1–4 adults, with orders placed by Thursday midday for delivery the following week. The company also sells individual ready-to-cook dishes through Hagkaup grocery stores and offers gift cards.
Is Let's cook right a public or private company?
Let's cook right is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Let's cook right founded?
Let's cook right was founded in 2014. It employs 11 to 50 people.
Where is Let's cook right based?
Let's cook right is headquartered in Kópavogur, Iceland, in the Europe region.
How does Let's cook right make money?
Three revenue lines are on record. Meal Kit Subscription is the primary driver. The others are specialty Dishes at Hagkaup and gift Cards.
Who are Let's cook right's main competitors?
Direct peers on record are Blue Apron, Marley Spoon, EveryPlate, HelloFresh and Gousto. Hagkaup is listed as an others. Regional players are Linas Matkasse, Retnemt.dk and Middagskonsept. Simple Feast is listed as an emerging player.
Does Let's cook right have an API?
No public API is recorded for Let's cook right.
What industry is Let's cook right in?
Let's cook right's product category is Meal Kit Delivery. Its primary akta.pro industry code is AFANAFAG, Meal Kits Featuring Meat/Seafood (Heat-and-Eat Components), with a secondary code of CRADAAAJ, Shelf-Stable Ready-to-Eat Meals & Meal Kits (Packaged). Its NAICS code is 311991 and its SIC code is 2000.