Malsena Plius

What Malsena Plius does

Malsena Plius (UAB Malsena Plius, legal entity code 301673928) is a Lithuanian grain processing and flour production company headquartered in Vievis, with a historical mill site in Panevėžys dating to 1841. The company operates a modern milling facility using both conventional milling technology and stone mill grinding to produce wheat flour, rye flour, specialty flours (spelt, durum, buckwheat), wheat germ, bran, flour mixes, steel-cut oats, pasta, and the Malsena Gourmet buckwheat and rice line, drawing on a domestic contract farming program with Lithuanian farmers for grain supply.

The business serves three customer segments. Lithuanian retail consumers are reached through major supermarket chains (Maxima, IKI, RIMI) and online grocery platforms (Barbora.lt, Rimi e-parduotuvė, LastMIle). Industrial B2B customers — food manufacturers, bakeries, and food service operators — buy bulk flour products, private-label flour mixes, and items such as Profi-Pizza flour in 25kg bags. A third stream comes from the export department, which has shipped to Africa since 2016 and serves the UK, Ireland, Morocco, and Bangladesh.

Revenue mechanics are a mix of one-time branded consumer product sales through retail and e-commerce, one-time B2B sales including private label, and transaction-fee grain purchasing from contract farmers. The company is privately held, became part of the AB Baltic Mill group in 2015, and since 2023 has operated with Baltic Mill shares transferred to AS Dobeles Dzirnavnieks while Malsena Plius and Amber Pasta remain under existing shareholders. Certifications include BRC Global Standard for Food Safety and ISO 14001, and the company has received the Lithuanian Exporter of the Year 2021 and Lithuanian Product of the Year awards in 2022, 2024, and 2025.

Name

Malsena Plius

Legal name

UAB Malsena Plius

Website

https://malsena.lt

Company type

Private

Founded year

1841

Operating status

Operating

Headcount range

51–100 employees

Short description

Malsena Plius is a Lithuanian grain processor and flour producer, founded in 1841, that mills wheat, rye, spelt, durum, and buckwheat into branded flours, mixes, oats, and pasta for Lithuanian retail consumers, B2B food manufacturers and bakeries, and export markets including Africa and Europe.

Ownership category

akta.pro rank

Product category

Grain Processing and Flour Milling

NAICS

Flour Milling (311211), Grain and Oilseed Milling (3112), Dry Pasta, Dough, and Flour Mixes Manufacturing from Purchased Flour (311824), Cookie, Cracker, and Pasta Manufacturing (31182)

SIC

Grain Mill Products (2040)

akta.pro primary industry

Flour & Milling Products Manufacturing (wheat, corn, rice, specialty flours) (AFAKABAD)

akta.pro secondary industries

Rice & Grain Processing (milling, polishing, parboiling, blending) (AFAKABAE), Grain-Based Mixes & Doughs Manufacturing (pancake/waffle mixes, baking mixes, dough bases) (AFAKABAF), Gluten-Free & Specialty Grain-Based Foods Manufacturing (GF pasta/cereals, ancient grains) (AFAKABAK)

Keywords

• Flour milling
• Grain processing
• Wheat flour
• Bakery mixes
• Durum pasta

Headquarters

HQ city

Vilnius

HQ country

Lithuania

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Flour Products: Sale of various wheat and rye flour types, flour mixes, and branded consumer products through retail chains and supermarkets in Lithuania and internationally.
2. Industrial/B2B Products: B2B flour, bran, and industrial products sold to food manufacturers, bakeries, and businesses. Includes private label products for retailers.
3. Grain Processing Services: Grain purchasing from farmers, processing, and distribution of grain products. Includes contract farming programs.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Malsena Plius processes grain and manufactures flour, flour mixes, pasta, bran, wheat germ, and related grain-based products for both retail consumers and industrial food producers. The company sources grain from Lithuanian farmers under contract farming programs and sells branded consumer products through retail chains and online grocery platforms, while supplying bulk industrial flour and private-label products to bakeries, food manufacturers, and export markets.

Differentiator

Problem solved

Functional benefit

Brands

• Malsena Gourmet: Line of buckwheat and rice products introduced to the market in 2020.

Products and services

• Wheat and Rye Flour (consumer line) Branded retail wheat and rye flours sold to Lithuanian households through supermarket chains and online grocery platforms for home baking.
• Flour Mixes Convenient mixes for pancakes, crepes, pizza, cakes, sponge cakes, grated potato pancakes, zeppelin dough, vegetable pancakes, and cinnamon buns for home bakers.
• Durum Wheat Pasta Bronze-cut durum wheat pasta made in Lithuania from domestically grown durum wheat.
• Steel-Cut Oats and Spelt Semolina Specialty grain products including quick-cooking steel-cut oats and spelt semolina for health-conscious consumers.
• Malsena Gourmet (Buckwheat and Rice Line) Buckwheat and rice products sold under the Malsena Gourmet sub-brand for health-conscious consumers.
• Stone-Milled Wholegrain Flours

Quantifiable outcome

• Bestselling flour in Lithuania for over 25 years
• +1 more outcomes

Named customers3 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

Feature4 records

Partnerships

One partnership is on record.

• AB Baltic MillcoreOthers · 1 January 2015Malsena Plius became part of Baltic grain processing companies group Baltic Mill in 2015. Baltic Mill includes mills in Vilnius, Riga (Latvia), and Tallinn (Estonia). Parent company code 302639722. In 2023, Baltic Mill shares were transferred to AS Dobeles Dzirnavnieks, though Malsena Plius and Amber Pasta remain with existing shareholders.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Ardent Mills: North America's largest flour milling company, supplying industrial bakeries, food manufacturers, and retail with conventional and specialty flours. Closest B2B and private-label flour milling peer; comparable on customer mix and milling capabilities, though far larger in scale.
• King Arthur Baking Company: US premium flour and baking brand focused on specialty, wholegrain, and stone-milled flours with strong consumer/educator content (baking school). Comparable on premium positioning, specialty grain portfolio, and education-led consumer engagement, though operating in a much larger market.
• Bob's Red Mill: US specialty/wholegrain flour, mixes, oats, and grain-based products company using stone milling technology. Comparable on stone mill differentiation, wholegrain health positioning, broad SKU range across flours/mixes/oats, and educational content marketing.
• Tartu Mill: Estonian flour and grain-based product manufacturer; historically part of the same Baltic Mill group with mills in Tallinn. Direct comparable on wheat/rye milling, retail flour, and B2B industrial supply in the Baltic region.
• AS Dobeles Dzirnavnieks: Latvian grain processor and flour producer; acquired Baltic Mill (Malsena's parent) in 2023 and operates a vertically integrated milling business across the Baltics, making it the closest regional peer in product, customer base, and geography.

Broad incumbents

• General Mills: Global packaged food incumbent with significant flour, baking mix, and cereal exposure (e.g., Gold Medal, Pillsbury). Comparable on branded retail flour/mixes and B2B ingredients, but operates as a broad CPG portfolio rather than a pure-play milling specialist.
• Allied Bakeries / Kingsmill: UK bakery group with vertically integrated flour sourcing and branded flour/bread offerings; comparable as a milling-plus-consumer-products operator with B2B and B2C exposure, although primarily UK-focused and substantially larger.
• Hovis (Premier Foods): One of the UK's leading flour and bread brands; a relevant peer for milling scale, branded retail flour, and bakery ingredient supply. Comparable on wheat flour milling technology and retail distribution mechanics, though at substantially larger scale and a different geography.
• Cargill (Grain & Oilseed Milling): Global agricultural commodity and ingredient processor with significant grain milling and flour operations. Comparable as a milling peer in scale and industrial customer base, though Cargill's milling is one segment within a vastly diversified commodity and ingredient portfolio.

Regional players

• Agrana: Austrian-headquartered fruit, starch, and grain-based ingredient company with milling operations across Central and Eastern Europe. Comparable as a regional flour/starch peer operating under EU agricultural policy and serving industrial bakery/food manufacturer customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/malsena.lt

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Malsena Plius