Osama

What Osama does

UAB Osama, founded in 1997 and headquartered in Kaunas, Lithuania, is a privately held FMCG distribution and coffee-solutions company operating across the three Baltic States (Lithuania, Latvia, and Estonia) via regional branches in Vilnius, Klaipėda, Šiauliai, Riga, and Tallinn. The firm serves approximately 3,000 customers through 8,000+ points of sale, representing 150 international manufacturers across roughly 2,500 stock-keeping units and processing about 15,000 orders per month. Represented brands include Tymbark, Kubuš, Nestea, Rasa, Bundaberg, Master of Mixes, Finest Call, Calvo, Monini, Fini, Piacetto, Tchibo, and YFood, spanning juices, iced tea, mineral water, fermented beverages, cocktail mixers, olive oil, tuna, confectionery, coffee, and meal-replacement drinks.

The business operates four service lines: (1) distribution services for manufacturers — designing channel strategy and pushing products into retail, HoReCa, gas stations, and vending; (2) distribution services for traders/retailers — assortment shaping and replenishment; (3) HoReCa sector supply for hotels, restaurants, cafes, sports clubs, arenas, schools and sanatoriums; and (4) vending and self-service coffee solutions featuring the company's Coffea-branded equipment line (Coffea Professional at 250 cups/day, Coffea Enjoy at 180 cups/day, and Coffea Office at 50 cups/day), water stations, and 24/7 coffee, beverage, and snack machines. Underlying technology is predominantly physical — coffee machines, illuminated self-service stations, water dispensers, and warehouse infrastructure (recently expanded by 2,050 m² in May 2024 and supplemented with rooftop solar in June 2024) — with no proprietary AI, software platform, or digital product disclosed.

Revenue is generated through three streams: FMCG distribution margins and transaction fees across retail/HoReCa/gas-station channels, hardware sales and rental of coffee equipment bundled with ongoing bean and consumable supply (Coffea line), and managed vending services. Pricing is quote-based and not publicly disclosed; sales are executed via field sales teams serving manufacturers, traders, HoReCa, and vending operators in a horizontal segmentation model. Headcount stands at 120 with 2025 turnover disclosed at EUR 60 million. Ownership remains with founders/family shareholders following a 2021 transition that moved operating control to a team of long-tenured employees.

Name

Osama

Legal name

UAB "Osama"

Website

https://osama.lt

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

101–250 employees

Short description

Osama is a privately held Lithuanian FMCG distributor founded in 1997 that operates across Lithuania, Latvia, and Estonia, representing roughly 150 international brands (beverages, food, confectionery, coffee, cocktail mixers) and serving about 3,000 customers across retail, HoReCa, gas-station, and vending channels with a complementary self-service coffee station business.

Ownership category

akta.pro rank

Product category

FMCG Distribution

NAICS

Vending Machine Operators (445132), Convenience Retailers and Vending Machine Operators (44513)

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Convenience, Grab-and-Go & Prepared Foods Distribution (CRAOABAL)

Keywords

• FMCG distribution
• Coffee solutions
• HoReCa supply
• Vending services
• Brand representation

Headquarters

HQ city

Kaunas

HQ country

Lithuania

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. FMCG Distribution: Distribution of fast-moving consumer goods including beverages, groceries, chilled/frozen products, and non-food goods to retailers, HoReCa, and gas stations across Lithuania, Latvia, and Estonia. Revenue generated through product margins and distribution fees.
2. Coffee Solutions: Sale and rental of coffee machines, coffee beans, and related products including self-service coffee stations. Provides complete coffee service package covering equipment supply, installation, and maintenance.
3. Vending Services: Operation of coffee, beverage, and snack vending machines providing 24/7 service to businesses and public spaces.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Osama is a Baltic States FMCG distribution company that supplies fast-moving consumer goods—including beverages, juices, confectionery, snacks, coffee, and cocktail ingredients—to retailers, HoReCa businesses, gas stations, and vending operators across Lithuania, Latvia, and Estonia. The company represents 150+ manufacturers with 2,500+ product positions, and operates complementary services including professional coffee station solutions and 24/7 vending machines.

Product overview

Osama is a Baltic FMCG (Fast-Moving Consumer Goods) distribution company founded in 1997, operating in Lithuania, Latvia, and Estonia. The company operates as a unified distribution platform offering services across four main areas: distribution for manufacturers, distribution for traders, HoReCa sector solutions, and vending/coffee services. The distribution services are the core offering, complemented by represented international brands including beverages (Kubuš, Tymbark, Nestea, Rasa, Bundaberg), cocktail products (Master of Mixes, Finest Call, REAL Infused Exotics), food items (Calvo tuna, Fini confectionery), coffee (Piacetto, Tchibo, Illy), and specialty items (Monini olive oil). The company also distributes YFood meal replacement products and provides vending machines and self-service coffee stations as part of their service portfolio.

Differentiator

Problem solved

Functional benefit

Products and services

• Distribution Services for Manufacturers
• Distribution Services for Traders and Retailers
• HoReCa Solutions
• Professional Coffee Stations and Coffee Solutions
• Vending Machines
• Water Stations

Quantifiable outcome

• 150 manufacturers represented across 3 Baltic countries
• +2 more outcomes

Named customers10 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

Feature5 records

Partnerships

Twelve partnerships are on record, tiered core, secondary and strategic.

• Tchibo Coffee Service GmbHcoreStrategic or Co-development PartnerContract signed in 2019 with German coffee concern Tchibo for coffee service distribution. Osama won Best New Coffee Machine Launch award at Tchibo's global conference, demonstrating strong partnership in professional coffee solutions.
• American Beverage MarketerscoreStrategic or Co-development PartnerUS-based manufacturer of cocktail syrups and fruit purees. Osama is official representative in Lithuania for Master of Mixes, Finest Call, and REAL Infused Exotics brands. Products used in tens of thousands of bars and restaurants in 80+ countries.
• MaspexcoreChannel Partner/ Reseller/ DistributorPolish food and beverage manufacturer. Osama distributes Tymbark, Kubuš, and Lubella brands across Baltic States. These brands are market leaders in their categories with strong consumer recognition.
• FINIcoreChannel Partner/ Reseller/ DistributorSpanish confectionery manufacturer specializing in chewing gum, gummies, marshmallows and lollipops. Osama achieves excellent results for Fini brand in Baltic countries.
• MoninisecondaryChannel Partner/ Reseller/ DistributorItalian olive oil producer. Osama distributes premium Monini olive oil products in Baltic markets.
• CalvosecondaryChannel Partner/ Reseller/ DistributorSpanish tuna and seafood manufacturer known for naturalness and freshness. Osama distributes high-quality Spanish tuna products in Baltic markets.
• BundabergsecondaryChannel Partner/ Reseller/ DistributorAustralian family-owned brewery producing fermented non-alcoholic beverages. Osama introduced Bundaberg products to Lithuanian market in 2024, including ginger beer, lemonade, blood orange, pink grapefruit and passionfruit flavors.
• Nestlé (Nestea)coreChannel Partner/ Reseller/ DistributorGlobal food and beverage company. Osama distributes Nestea iced tea products made from high-quality tea leaves and fruit extracts.
• American Chamber of Commerce in LithuaniastrategicStrategic or Co-development PartnerOsama became member in 2025. AmCham unites companies seeking to promote closer US-Lithuania economic, trade and cultural ties. Membership opens opportunities for experience sharing, partnerships and responsible business practices.
• YFoodsecondaryChannel Partner/ Reseller/ DistributorGerman nutrition company producing smart food products. Osama is official YFood distributor in Lithuania, offering complete meal bottles with 500 kcal, 26 vitamins and minerals for busy consumers.
• German-Baltic Chamber of CommercestrategicStrategic or Co-development PartnerOsama became member in 2024. Chamber covers Lithuania, Estonia and Latvia, active for over two decades, offering excellent opportunities for Baltic and German companies to establish and develop business connections.
• LAVA (Lithuanian Responsible Business Association)strategicStrategic or Co-development PartnerOsama became associate member in April 2023 and full member in November 2024, submitting 2023 sustainability report. LAVA promotes sustainable business practices, arranges seminars, provides consultations and collaborates with government institutions.

Scale indicators7 records

Recent moves10 records

Expansion highlights5 records

Others

• Maxima Group: Largest Baltic retailer operating Maxima, Rimi competitor network. While a customer of Osama's distribution arm, its growing private-label program makes it an adjacent ecosystem participant and potential competitive threat.
• Kesko Senukai: Baltic retail/wholesale operator. Adjacent ecosystem participant — overlaps with Osama in FMCG distribution channels but operates broader home/goods assortment and serves as both customer and competitive channel.
• Alma Career (CVmarket): Baltic recruitment and HR services platform. Not a direct competitor, but indicative of the broader Lithuanian mid-market business ecosystem where Osama competes for talent and partnerships.

Broad incumbents

• JDE Peet's (Jacobs Douwe Egberts): World's largest pure-play coffee & tea group with significant B2B and out-of-home coffee services. Competes with Osama in vending and coffee station contracts across the Baltics.
• Tchibo Coffee Service: German B2B coffee service provider and Osama's principal partner. Comparable through the same coffee-machine-and-bean service model, but operates at significantly larger scale across Europe.
• Lavazza Professional: Global B2B office and HoReCa coffee solutions provider. Overlaps with Osama's Coffea station line and vending offering for enterprise and HoReCa customers across Europe.

Direct peers

• Selecta Group: Pan-European unattended retail and coffee/vending operator with significant Baltic presence. Directly comparable to Osama's vending machine and coffee station service line.
• Eugesta: Lithuanian wholesale and distribution company supplying food, beverages, and HoReCa. Comparable customer overlap (HoReCa + retail) and Baltics-wide distribution model.
• Sanitex: Leading Baltic FMCG and food distribution group operating across Lithuania, Latvia and Estonia. Directly comparable to Osama in serving retailers, HoReCa and gas stations with multi-brand distribution.

Regional players

• Kofola Group: Central European beverage manufacturer and distributor with HoReCa and retail reach. Comparable through multi-brand beverage distribution and own-brand portfolio, though geographically focused on Czech/Slovak markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/uabosama
• LinkedInlinkedin.com/company/osama-uab
• Instagraminstagram.com/uab_osama

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 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 Osama