What Danora does

Danora is a family-founded Norwegian food supplier established in 1988 by Dora and Dan Azouri, now in its second generation of family ownership. The company sources products globally and adapts them for local Northern European markets, delivering a portfolio organized into six product categories: Pizza & Bases, Cakes, Panini & Toast, Sweet Treats, Hot Snacking, and Free From. Core production technology centers on shock-freezing immediately after baking to preserve taste, texture, nutrients, and product quality, complemented by artisan and stone-baked production methods and heatable-pack packaging designed for in-store handling and service control. Danora's pizza range is produced in Italy exclusively for the company under long-term partnerships, and additional sourcing relationships span Portugal (pastel de nata), Scandinavia (twisted buns and regional specialties), and the United States.

Danora operates a B2B, sales-led go-to-market targeting three primary channel segments: foodservice operators (coffee shops, cafés, QSR, pubs, restaurants, hotels, contract caterers, education, and healthcare), convenience and forecourt operators (kiosks, service stations, grab-and-go outlets, travel hubs), and retail/grocery chains. Products are brought to market through three brand models: Own Brands, Private Label co-developed with customers, and Partner Brands. Geographic footprint covers Norway (headquarters, Danora AS, Oslo), Sweden (Danora Sweden AB, Hässelby), and the United Kingdom.

The revenue model is one-time product sales to enterprise customers via direct business relationships; pricing, specifications, allergens, certifications, packaging formats, lead times, and contractual terms are not disclosed publicly and are handled through direct contact. The company does not operate e-commerce. Marketing relies on the corporate website (danora.no), downloadable product catalogues in English, Norwegian, and Swedish, and an active LinkedIn presence. Danora is privately held with no disclosed external investors, parent company, or public listing.

Name

Danora

Legal name

Danora AS

Website

https://danora.no

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Danora is a family-founded Norwegian frozen and ambient food supplier, founded in 1988, selling pizza, panini, cakes, sweet treats, hot snacks, and free-from products via own-brand, private-label, and partner-brand models to foodservice operators, convenience retailers, and grocery chains across Norway, Sweden, and the United Kingdom.

Ownership category

akta.pro rank

Product category

Frozen & Chilled Food Supply

NAICS

Bakeries and Tortilla Manufacturing (3118), Frozen Food Manufacturing (31141), Snack Food Manufacturing (31191), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813)

SIC

Bakery Products (2050), Sugar & Confectionery Products (2060), Food And Kindred Products (2000)

akta.pro primary industry

Frozen Bakery Products Manufacturing (AFAKAAAF)

akta.pro secondary industries

Frozen Snacks & Appetizers (CRADADAD), Bakery & Desserts Distribution (CRAOABAE), Pastry, Cakes & Desserts Wholesale (AFAIAFAB)

Keywords

• Frozen food supply
• Foodservice distribution
• Private label foods
• Grab-and-go bakery
• Convenience retail supply

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Food Product Sales: Danora generates revenue through the sale of food products across multiple formats: private label, own brands, and partner brands. Products are sold to foodservice operators, convenience retailers, and grocery chains. The company focuses on consistent quality and long-term partnerships rather than one-off transactions.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Danora is a family-founded food supplier that sources food products globally and adapts them into locally relevant formats for foodservice operators, convenience retailers, and grocery chains in Northern Europe. Its portfolio spans six product categories — Pizza & Bases, Cakes, Panini & Toast, Sweet Treats, Hot Snacking, and Free From — sold under Own Brands, Private Label, and Partner Brands. Products are shock-frozen after baking to preserve quality, with packaging designed for easy in-store handling.

Product overview

Danora is a family-founded food supplier (established 1988) offering a portfolio of food products organized into six main product categories: Pizza & Bases, Cakes, Panini & Toast, Sweet Treats, Hot Snacking, and Free From. Products are sourced globally and adapted for local markets across foodservice, convenience, and retail channels. Danora brings products to market through three brand models: Own Brands (distinctive products with clear identity), Private Label (tailored products for customer brands), and Partner Brands (trusted favorites from selected producers). The company operates a catalogue-based sales model without e-commerce functionality.

Differentiator

Problem solved

Functional benefit

Products and services

• Pizza & Bases Range of pizzas, pizza bases, calzones, and handheld pizza snacks produced in Italy with authentic craftsmanship and shock-frozen after baking to protect taste, texture, and quality; sold to foodservice, convenience, and retail customers.
• Cakes Pre-sliced cheesecakes, layered cakes (carrot, red velvet, chocolate), brownies & bars, and sweet pies in thaw-and-serve formats for foodservice and retail operators.
• Panini & Toast Handmade classic panini, artisan stone-baked paninis, sourdough toasts, and toasties with generous fillings, shock-frozen after baking to preserve nutrients and product quality.
• Sweet Treats Indulgent Belgian chocolate cookies, Scandinavian-style twisted buns with cinnamon, pistachio, and chocolate fillings, traditional Portuguese pastel de nata, and single portion indulgent desserts.
• Hot Snacking Hot snacks with global flavours including Mexican taquitos, award-winning Indian samosas, and Italian handhelds, designed for quick heating and simple on-the-go service.
• Free From Gluten-free muffins, gluten-free panini and toast, nut-free pesto (red and green), and gluten-free pizza bases, delivered in heatable packs for inclusive eating and in-store handling.
• Own Brands Danora's proprietary own brand range of globally inspired food products refined for local markets, with distinctive identity and reliable quality for foodservice, convenience, and retail customers.
• Private Label Custom private label product development service in which Danora helps retailers and foodservice customers develop and deliver products under their own brands, tailored to category, customer, and operational needs.
• Partner Brands Curated portfolio of trusted partner brand products selected for quality ingredients and reliable taste, including trusted favourites and new discoveries for foodservice, convenience, and retail customers.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Italian Food ProducerscoreOthersLong-term partnerships with Italian producers for pizza and other products. Most of Danora's pizza range is produced in Italy exclusively for Danora, built on authentic Italian craftsmanship.
• Portuguese ProducerscoreOthersPartnership with Portuguese producers for traditional pastel de nata, made to a traditional recipe.
• Scandinavian ProducerscoreOthersLong-term partnerships with Scandinavian producers for products like twisted buns and other regional specialties.
• United States Food SuppliersminorOthersSupplier relationships spanning the United States for select products in the range.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bridor: French frozen viennoiserie and bakery producer serving foodservice and retail globally. Comparable premium-artisan frozen positioning and exclusive producer-country sourcing (France) mirrors Danora's Italy-driven pizza strategy.
• Vandemoortele: Belgian-headquartered frozen bakery and pastry manufacturer supplying foodservice and retail across Europe. Highly comparable to Danora across frozen pizza, bakery, and pastry categories and B2B channel mix.
• Dawn Foods: Global bakery ingredients and finished products supplier to retail, foodservice, and convenience channels. Closely comparable business model of supplying finished and semi-finished bakery to B2B customers across multiple geographies.
• Menigo: Swedish foodservice distribution specialist supplying restaurants, cafés, and hotels across the Nordics. Directly comparable B2B foodservice model and Swedish/regional overlap with Danora's operations.

Broad incumbents

• Aryzta: Swiss-listed global frozen bakery group with extensive foodservice and retail coverage. Operates at much larger scale and broader portfolio breadth than Danora, but competes in the same frozen bakery category and channels.
• Greencore Group: UK and Ireland-based convenience food manufacturer serving major grocery and foodservice customers. Comparable channel mix (foodservice + retail + convenience) and category overlap in prepared and ambient food.
• Lantmännen: Swedish agricultural and food group with a sizeable foodservice and bakery business in the Nordics. Overlaps with Danora's Swedish foodservice footprint and bakery category, but operates across many other categories and geographies.
• Fazer: Nordic food and bakery group with both retail and foodservice operations across the Nordics and Baltics. Comparable geographic footprint and bakery/sweet treats portfolio overlap with Danora's Swedish and Norwegian markets.

Regional players

• Servicegrossistene: Norwegian foodservice distribution group serving hotels, restaurants, and caterers. Competes with Danora in the Norwegian foodservice channel and offers comparable broad-range food distribution.
• Euro-Food-Brink: Dutch frozen food distributor supplying foodservice and retail across Benelux and adjacent markets. Comparable frozen-food distribution model and B2B channel mix to Danora, though focused on continental Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/danora

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

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 Danora