What Frisk Mat does

Frisk Mat is a Swedish non-profit association (ideell förening) founded in 2018 by Anna Lindelöw Mannheimer, operating a free digital community platform (friskmat.se) for food professionals working in public-sector kitchens across Sweden, including schools, healthcare, and elderly care. The organization originated from the #sjukmat advocacy campaign, which gathered over 10,000 supporters in early 2018, before pivoting from awareness-raising to building practical tools for public meal professionals. The platform serves a community of over 30,000 members and provides a nutritionally calculated recipe bank (Receptbanken), an editorial content library (Inspirationsbanken) with articles, interviews, and research summaries, and supplementary resources including a 2020 industry report and a food waste reduction toolbox. All content is aligned with the Nordic Nutrition Recommendations and Livsmedelsverket (Swedish Food Agency) guidelines, with a registered dietitian reviewing recipes and formal partnerships with the Swedish Food Agency and Dietisternas Riksförbund providing expert input.

The business model is a freemium non-profit model: membership is free, all platform content is freely accessible, and revenue derives from foundation grants and donations (Vinnova, Jonas and Christina af Jochnick Foundation, Kavli Foundation) plus partner support. The organization employs 7 staff supplemented by a large volunteer network handling editorial, UX, legal, and contributor functions. The go-to-market is community-led with no sales team or paid distribution — members discover and consume content organically through the platform, social media (LinkedIn, Instagram, Facebook), and industry events. Geographic scope is limited to Sweden, with no disclosed international expansion. Customer concentration is structurally low due to the fragmented public-sector buyer base (Swedish municipalities, regions, and individual professionals), but revenue concentration risk is moderate given reliance on a small number of foundation funders for operating capital.

Name

Frisk Mat

Legal name

Frisk Mat

Website

https://friskmat.se

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Frisk Mat is a Swedish non-profit association operating a free digital platform for over 30,000 food professionals in public-sector kitchens, providing nutritionally calculated recipes, editorial content, and knowledge exchange tools aligned with Swedish national nutrition guidelines.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: Free membership model - the platform is completely free for all users. The association operates as a non-profit and does not charge for platform access or content.
2. Donations and Support: The association accepts support from individuals and organizations through their 'Stöd oss' (Support us) program. They have partnerships with various organizations that support their mission.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Frisk Mat operates friskmat.se, a free digital community platform serving as a meeting place for food professionals working in Swedish public sector meals (schools, healthcare, elderly care). The platform delivers a nutritionally calculated recipe bank, an editorial inspiration bank with articles and interviews, member profiles for peer-to-peer knowledge exchange, and supplementary resources such as the food waste reduction toolbox, all aligned with Livsmedelsverket's nutritional guidelines and Nordic Nutrition Recommendations.

Product overview

Frisk Mat operates as a non-profit association offering a digital community platform (friskmat.se) that serves as a meeting place for approximately 30,000 professionals working with public meals in schools, healthcare, and elderly care across Sweden. The core offering consists of the friskmat.se digital platform integrating a recipe bank (Receptbanken) with nutritionally calculated recipes, an editorial inspiration bank (Inspirationsbanken) with articles and interviews, and member profiles for community networking. Supplementary products include the Frisk Mat-rapporten (2020 report on public meal surveys) and the Verktygslåda för minskat matsvinn (food waste reduction toolbox). All content follows Livsmedelsverket's nutritional recommendations and the Nordic Nutrition Recommendations.

Differentiator

Problem solved

Functional benefit

Products and services

• friskmat.se Digital Platform A digital community platform and meeting place for professionals working with public meals in schools, healthcare, and elderly care, enabling knowledge exchange, recipe sharing, and collaboration among approximately 30,000 members.
• Receptbanken (Recipe Bank) A curated collection of nutritionally calculated recipes adapted for public kitchens, aligned with the Nordic Nutrition Recommendations and Livsmedelsverket guidelines, where members can create, share, and remix recipes.
• Inspirationsbanken (Inspiration Bank) An editorial content library featuring articles, interviews with inspiring professionals, research summaries, and practical guides organized across categories including nutrition science, health, sustainability, food waste, and pedagogical meal practices.
• Medlemskap (Membership)

Quantifiable outcome

• 3 million daily public meals can be improved through the platform's resources
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Dietisternas Riksförbund (Swedish Dietetic Association)coreStrategic or Co-development PartnerCollaboration providing expert nutrition content and research summaries for the platform's inspiration bank. Contributes articles and Q&A content about nutrition science.
• Livsmedelsverket (Swedish Food Agency)coreStrategic or Co-development PartnerOfficial collaboration where Livsmedelsverket provides guidance and updates on national nutrition guidelines featured on the platform. Regular interviews and content integration.
• Generation PEPminorOthersOrganization working to promote physical activity and health among children and youth. Listed as supporter on Frisk Mat website.
• EcoGustominorOthersSustainable food organization. Listed as partner on Frisk Mat website.
• EffektfulltminorOthersSustainability-focused organization. Listed as partner on Frisk Mat website.
• ÄTUP ProgramminorStrategic or Co-development PartnerProgram addressing malnutrition among elderly. Frisk Mat features articles about the program's work and outcomes.
• Matsvinnet.se (Food Waste Sweden)minorOthersNational platform for food waste reduction. Listed as partner on Frisk Mat website.
• Meal MakersminorOthersOrganization connecting surplus food with those in need. Listed as partner on Frisk Mat website.
• DabasminorOthersDatabase and information service for food and agriculture. Listed as partner on Frisk Mat website.
• Sjömatsfrämjandet (Swedish Seafood Promotion)minorOthersOrganization promoting Swedish seafood. Collaborates on tips for increasing children's interest in seafood.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• FoodTank: Global non-profit focused on food policy and sustainable food systems, operating a digital platform for knowledge exchange among food professionals. Comparable to Frisk Mat in community-driven content model and food-system advocacy mission.
• Sustain (UK): UK alliance of organizations working on better food and farming policies. Comparable to Frisk Mat in coalition-building, advocacy for better public meals, and non-profit knowledge-sharing orientation.
• The Food Foundation (UK): UK non-profit focused on food policy, public health, and sustainable food systems. Comparable to Frisk Mat in mission (improving public food for health outcomes), non-profit structure, and policy-adjacent advocacy model.
• School Food Matters (UK): UK charity focused on improving school food and food education. Closely comparable to Frisk Mat's school-meal segment — both target public-institution meals and use education, advocacy, and community engagement to drive improvements.
• EatForum Sverige: Swedish non-profit that gathers food-system actors across sectors to drive sustainable, healthy food. Closely comparable to Frisk Mat in operating model (Swedish non-profit, multi-stakeholder community, food-policy advocacy) and target audience (Swedish food professionals).

Broad incumbents

• EAT Foundation: Global non-profit working to transform food systems through science-based targets and public-private partnerships. Comparable to Frisk Mat in mission (food and public health) and policy-adjacent advocacy, though focused on global food-system transformation rather than Swedish public-meal operations.
• The Good Food Institute (GFI): Global non-profit accelerating alternative protein and food innovation. Comparable to Frisk Mat in non-profit food-systems advocacy, though much larger and operating in a different vertical (food innovation vs. public-meal operations).
• Jamie Oliver Foundation: Foundation focused on food education and better public meals, particularly in schools. Comparable to Frisk Mat in celebrity-chef-anchored public-meal advocacy and recipe-driven content, though operating at significantly greater scale and geographic reach.

Emerging players

• Food Revolution Network: Global grassroots organization using digital content and community to promote healthy, sustainable food. Comparable to Frisk Mat in content-first, community-driven approach to food education, though more individual-consumer oriented rather than public-meal focused.

Regional players

• Matmissionen (Sweden): Swedish non-profit addressing food waste and food access. Comparable to Frisk Mat in mission overlap (food waste reduction in Swedish public meals) and listed as a Frisk Mat partner/topic area, though focused on food rescue rather than knowledge exchange.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights8 records

Customer concentration

• Facebookfacebook.com/foreningenfriskmat
• LinkedInlinkedin.com/company/frisk-mat
• Instagraminstagram.com/foreningen_friskmat

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Frisk Mat