Lassie

What Lassie does

Lassie is a Netherlands-based consumer packaged goods company that produces and sells rice and grain products under a portfolio of branded sub-lines including BijnaKlaar (pre-cooked, pre-seasoned rice), Toverrijst (versatile pre-cooked rice), Haverrijst (oat-based rice alternative), Loaded Rice (streetfood-inspired layered dishes), and Minuutje (one-minute quick-prep), alongside core staples such as basmati, brown, pandan, and risotto rice, couscous variants, quinoa, bulgur, orzo, paella, nasi goreng, dessert rice, and gluten-free cake mixes. The company self-positions as the number one brand in the Dutch rice and grains category and traces its heritage to 1893.

The business operates a hybrid distribution model: the majority of volume flows through Dutch supermarket and food retail channels, with a complementary direct-to-consumer e-commerce shop at shop.lassie.nl. Marketing is content-led, centered on a recipe database organized by cuisine and dietary need (vegan, gluten-free, lactose-free, high-protein, low-calorie) and a weekly 'Weekmenu' email newsletter with over 10,430 subscribers, which the company uses as an owned-audience engagement asset. Revenue mechanics are standard CPG — branded retail sales and DTC transactions — though pricing is not publicly disclosed and no financial figures are available. Operational signals (careers hosted at ebro.recruitee.com) suggest integration with the Ebro Group's broader supply chain and corporate infrastructure.

The company is private, headquartered in Wormer, Netherlands, with 51–100 employees. It serves health-conscious home cooks as the primary persona, with secondary use-case segments spanning lactose-intolerant, gluten-free, and vegetarian/vegan consumers. There is no disclosed ownership structure, management team, M&A activity, or funding history in the source data.

Name

Lassie

Website

https://lassie.nl

Company type

Private

Founded year

1893

Operating status

Operating

Headcount range

51–100 employees

Short description

Lassie is a Netherlands-based, 130+ year old consumer packaged goods brand that produces and sells rice, grain, and convenience rice meal products to Dutch households through supermarket retail and a direct-to-consumer e-commerce shop, supported by a recipe content platform and email newsletter.

Ownership category

akta.pro rank

Product category

Packaged Rice and Grain Foods

NAICS

Cookie, Cracker, and Pasta Manufacturing (31182)

SIC

Food And Kindred Products (2000), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Frozen Meal Kits & Skillet Bags (CRADADAK)

akta.pro secondary industry

Rice Cakes & Grain Snack Manufacturing (AFAKAIAK)

Keywords

• Packaged rice products
• Grain foods
• Convenience rice meals
• Dutch food brand
• Pre-cooked grain products

Headquarters

HQ city

Wormer

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Distribution channels2 records

Marketing channels2 records

Core offering

Lassie is a Dutch consumer food brand that produces and sells rice and grain products, including pre-cooked "almost ready" rice meals (BijnaKlaar), versatile pre-cooked rice (Toverrijst), streetfood-inspired layered rice dishes (Loaded Rice), quick-prep one-minute rice (Minuutje), and staple varieties such as basmati, brown, pandan, risotto, couscous, quinoa, bulgur, and orzo. The company complements its packaged food lines with an extensive online recipe platform and direct-to-consumer e-commerce shop.

Product overview

Lassie is a Dutch food company specializing in rice and grain products, positioning itself as the number one in rice and grains in the Netherlands. The product portfolio consists of pre-cooked and quick-prep rice products organized into distinct sub-brands: BijnaKlaar (pre-cooked 'almost ready' meals like Nasi Goreng), Toverrijst (versatile magic rice), Haverrijst (oat rice), Gele Rijst (yellow rice), Loaded Rice (streetfood-inspired layered rice dishes), and Minuutje (one-minute quick prep). Beyond these branded lines, core staples include Basmatirijst, Zilvervliesrijst, Pandanrijst, Risottorijst, Couscous variants (including Parelcouscous), Quinoa, Bulgur, Orzo, Paella, Nasi Goreng, Dessertrijst, and specialty Cake Mix products. The company also operates an online recipe platform with over 10,430 subscribers and a dedicated e-commerce shop.

Differentiator

Problem solved

Functional benefit

Brands

• Lassie BijnaKlaar: Pre-cooked rice products that allow for quick meal preparation
• Lassie Loaded Rice
• Lassie Last-Minutes

Products and services

• Lassie BijnaKlaar Pre-cooked, seasoned rice products sold to home cooks who want a fast meal base for dishes like Nasi Goreng, requiring only heating and the addition of personal ingredients.
• Lassie Toverrijst Versatile pre-cooked rice for home cooks to use as a base across a variety of cuisines.
• Lassie Haverrijst Oat-based grain alternative positioned as a rice substitute for consumers wanting variety.
• Lassie Gele Rijst Yellow seasoned rice used as a base for various dishes, including Loaded Rice variations and international recipes.
• Lassie Loaded Rice Streetfood-inspired layered rice dishes with toppings (e.g., Kip Rendang, Kip Tandoori, Falafel) targeted at home cooks seeking global street food flavors.
• Lassie Minuutje Quick-prep rice products that are ready in approximately one minute for time-pressed home cooks.
• Lassie Basmatirijst Premium long-grain basmati rice sold in standard and quick-prep preparations.
• Lassie Zilvervliesrijst Fiber-rich brown rice, sometimes blended with quinoa and other grains for enhanced nutritional value.
• Lassie Pandanrijst Fragrant rice flavored with pandan, positioned for Asian-inspired dishes such as Thai recipes and poké bowls.
• Lassie Risottorijst Italian-style rice varieties designed for risotto preparation.
• Lassie Couscous (Pre-steamed and Parelcouscous) Pre-steamed couscous products (standard and pearl/pearlcouscous) for salads and warm dishes.
• Lassie Quinoa (Pre-steamed) Pre-steamed quinoa with high protein content and quick preparation for health-conscious home cooks.
• Lassie Bulgur (Pre-steamed) Pre-steamed bulgur wheat for use in salads and warm dishes.
• Lassie Orzo Rice-shaped pasta sold for salads, soups, and Mediterranean dishes.
• Lassie Paella Spanish rice dish products, including quick-prep versions, for home-cooked paella.
• Lassie Nasi Goreng Indonesian-style fried rice products available in classic and quick-prep versions.
• Lassie Dessertrijst Sweet rice varieties used to prepare desserts such as rice pudding, rice cakes, and other sweet rice dishes.
• Lassie Cake Mix Gluten-free cake mix products for home baking of cakes, cupcakes, and mug cakes.

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Regional players

• Vandemoortele: Belgian-Dutch packaged food group (bakery, frozen, plant-based). Comparable as a mid-sized European branded CPG operator with overlapping retailer relationships.
• Aviko (Royal Cosun): Netherlands-based CPG food company (potato products, snacks) with similar scale, Benelux retail distribution, and branded CPG DNA to Lassie. Adjacent by channel and customer, not by category.
• Lotus Bakeries: Belgian branded CPG (Biscoff, healthy snacks) with a comparable Benelux heritage-and-innovation playbook. Indirect peer by CPG operating model and export-led growth from a Benelux base.

Broad incumbents

• Bonduelle: Global vegetable and plant-based food CPG with deep European supermarket distribution. Comparable as a branded CPG operator expanding into convenience/ready-to-eat meal solutions.
• Ben's Original (Mars): Global ready-rice and rice-meal brand owned by Mars. Direct shelf competitor in Europe and a benchmark for scaled convenience-rice marketing.
• Unilever Foods (Knorr, Conimex): Owner of Conimex and Knorr. Overlap with Lassie across Dutch and European rice, soup, sauce, and meal-solution categories with substantially larger marketing and R&D scale.

Emerging players

• HelloFresh: European meal-kit leader redefining home-meal convenience. Indirect competitor for the same weeknight-meal occasion that Lassie's BijnaKlaar and Loaded Rice lines target.

Direct peers

• Tilda: UK-based premium rice brand (basmati, jasmine, specialty rice) with a similar brand-led, recipe-driven playbook. Comparable on product portfolio depth and brand-positioning strategy.
• Mahatma Rice (Riviana Foods): Long-established US rice brand covering basmati, jasmine, brown and flavoured rices. Comparable as a multi-variant branded rice house with broad line extensions.
• Conimex: Unilever-owned Dutch brand selling rice mixes, spice pastes, noodles and meal kits in the same Dutch supermarket aisles as Lassie. Closest direct competitor by product mix and channel overlap.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

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 Lassie