Fiskebilen Havsmat AS

What Fiskebilen Havsmat AS does

Fiskebilen Havsmat AS is a privately held Norwegian seafood e-commerce company headquartered in Fjellhamar (organization number 994 547 720), founded in 1990 by Markus Hendriksen. The company operates the "Havsmat" brand (havsmat.no) as a direct-to-consumer online seafood retailer offering premium fish, shellfish, breaded products, and value bundles, with free home delivery across Norway. The product catalog spans cod, salmon, Arctic char, halibut, monkfish, turbot, haddock, saithe, plaice, catfish, tuna, whale, smoked fish varieties, and shellfish (shrimp, prawns, scallops, Norway lobster, freshwater crayfish), alongside bundle packages such as Havsmat Super Deal (5,650 NOK) and Havsmat Economy Package (2,195 NOK). Vacuum-packed and individually quick-frozen (IQF) products are a stated operational differentiator for shelf life and portion control.

The business is built on a Shopify-based e-commerce storefront with integrated payments (Visa, Vipps, Mastercard) and a self-serve checkout flow. Distribution is exclusively direct-to-consumer within Norway; there is no B2B or wholesale channel reported. Customer segmentation is horizontal, targeting health-conscious Norwegian consumers seeking convenient home delivery of premium seafood. The company runs a tiered loyalty program, Fordelsklubben, with Silver (2% discount), Gold (3% discount after 4,999 NOK cumulative orders), and Platinum (5% discount after 7,999 NOK cumulative orders) tiers, plus exclusive daily and weekly offers.

The revenue model is one-time transaction-based with no subscription component, priced per unit/portion in NOK across a 32–3,180 NOK range, with bundles reaching up to 5,650 NOK. The go-to-market relies on content marketing (blog with recipes, thawing guides, sustainability content), email newsletters, and the loyalty program as retention levers. Ownership is founder-controlled and bootstrapped, with no evidence of external institutional investment, private equity ownership, or a parent holding company; no subsidiaries, patents, certifications, partnerships, or regulatory actions are disclosed.

Name

Fiskebilen Havsmat AS

Legal name

Fiskebilen Havsmat AS

Website

https://havsmat.no

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Fiskebilen Havsmat AS is a privately held Norwegian online seafood retailer offering premium fish, shellfish, and bundle packages via a Shopify-based direct-to-consumer storefront with free home delivery across Norway. Founded in 1990, it targets health-conscious Norwegian consumers through a tiered loyalty program.

Ownership category

akta.pro rank

Product category

Online Seafood Retail

NAICS

Fish and Seafood Retailers (44525)

SIC

Retail-Food Stores (5400)

akta.pro primary industry

Seafood Markets & Fishmongers (CRAHAHAC)

akta.pro secondary industries

Refrigerated Meat & Seafood (Processed/Packaged) (CRADACAK), Frozen Seafood Meals & Value-Added Seafood (CRADADAG)

Keywords

• Frozen seafood retail
• Online fish delivery
• Norwegian seafood e-commerce
• Direct-to-consumer seafood
• Frozen fish products

Headquarters

HQ city

Fjellhamar

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Product Sales: One-time transaction sales of frozen seafood products to individual consumers. Products are sold in various portion sizes and package deals. Revenue generated through individual purchase transactions on the e-commerce platform with no recurring subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Fiskebilen Havsmat AS operates an online seafood storefront under the Havsmat brand, selling premium vacuum-packed and individually quick-frozen (IQF) Norwegian and international fish and shellfish directly to consumers in Norway. The product range spans fresh and frozen fish (cod, salmon, halibut, monkfish, turbot, Arctic char, haddock, saithe, plaice, lemon sole, catfish, redfish, tuna, smoked varieties), shellfish (shrimp, prawns, scallops, Norway lobster, freshwater crayfish), breaded fish products, and multi-product value bundles. Orders are placed through a self-serve e-commerce site and shipped with free home delivery nationwide.

Product overview

Fiskebilen Havsmat AS is an online seafood retailer offering premium Norwegian seafood products with direct home delivery. The product portfolio centers on three core categories: fresh and frozen fish (including cod, salmon, Arctic char, halibut, monkfish, turbot, haddock, saithe, lemon sole, plaice, catfish, redfish, tuna, whale, and smoked fish varieties), shellfish (shrimp, prawns, scallops, Norway lobster, freshwater crayfish), and paniert/breaded fish products. The company also offers value-added bundles (Super Deal, Economy Package, Everyday Fish, Family Fish) combining multiple products at discounted prices. A loyalty program (Fordelsklubben) provides tiered discounts based on cumulative order value. The business operates on a direct-to-consumer e-commerce model with free home delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Torskrygg (Cod Loin) Premium cod loin sourced from the Norwegian Sea, skinless and boneless, from recognized fishermen. Sold per portion with prices starting at 1,345.00 NOK.
• Lakseporsjoner (Salmon Portions) Fresh salmon portions, vacuum-packed and ready for cooking. Targeted at home cooking consumers.
• Fiskekaker (Fish Cakes) First-fried, individually frozen fish cakes made from cod; positioned as a bestseller and family favorite.
• Ishavsrøye (Arctic Char) Arctic char from Iceland, skin-on fillets, sourced from waters with optimal growth conditions.
• Kveite koteletter (Halibut Cutlets) Norwegian halibut cutlets designed to retain moisture and flavor when grilled or pan-seared.
• Tunfisk Saku Sashimi (Yellowfin Tuna Sashimi) Yellowfin tuna sashimi-grade, vacuum-packed, skinless and boneless, wild-caught in Asia.
• Røkelaks 1kg (Smoked Salmon) Premium smoked salmon sides, vacuum-packed, 1kg packaging.
• Breiflabb 2.5kg (Monkfish) Individually frozen monkfish portions, skinless and boneless, wild-caught in Norway, marketed for grilling.
• Piggvar 2.5kg (Turbot) Premium turbot, normally found in restaurants, offered for home delivery in 2.5kg portions.
• Gravlaks 1kg Traditional Norwegian cured salmon (gravlax), 1kg packaging.
• Laks sashimi 1kg Salmon sashimi grade, vacuum-packed, skinless and boneless, farmed Norwegian salmon.
• Panert torsk (Breaded Cod) Breaded cod loin made from wild-caught Norwegian cod, single-frozen with skin and bones removed.
• Crispy Fisk Breaded Pacific cod with crispy coating, single-frozen.
• Hvalbiff (Whale Steak) Individually frozen whale steaks, vacuum-packed, skinless and boneless, wild-caught in Norway.
• Sei porsjoner (Saithe Portions) Single-frozen saithe portions, skinless and boneless, wild-caught in Norway.
• Hyse/kolje (Haddock Portions) Haddock portion cuts suitable for fish soup and other dishes, wild-caught in Norway.
• Røkt kolje (Smoked Haddock) Smoked haddock portions, individually frozen, skinless and boneless, wild-caught in Norway.
• Smørflyndre (Lemon Sole) Single-frozen lemon sole fillets, skinless and boneless, wild-caught in Norway.
• Rødspette (Plaice) Skinless and boneless plaice fillets, mild and child-friendly, individually frozen.
• Panert rødspette (Breaded Plaice) Breaded plaice, marketed as a children's favorite, quick and easy to prepare.
• Steinbit porsjoner (Catfish Portions) Skinless and boneless catfish portions, a best-seller.
• Uer filet (Redfish Fillet) Redfish fillet portions.
• Sei Mexicana Corn-breaded saithe with salsa filling.
• Lakseburger 2.4kg (Salmon Burger) Salmon burgers, no additives, 100% salmon, suitable for grilling or pan-frying.
• Dalens 3kg (Fish Pudding) First-fried, individually frozen traditional fish cakes/fish pudding, made in Norway, 3kg packaging.
• Laks i Biter (Salmon in Pieces) 300g Salmon pieces, skinless and boneless with belly strip, 300g packaging.
• Laks sashimi 2kg (Salma Brand) Salma brand salmon sashimi, vacuum-packed, skinless and boneless, farmed Norwegian salmon, 2kg packaging.
• Reker (Shrimp) Various shrimp products sold under the shellfish category.
• Gambas (Prawns) Prawn products sold under the shellfish category.
• Kamskjell (Scallops) Scallop products sold under the shellfish category.
• Sjøkreps (Norway Lobster/Langoustine) Norway lobster (langoustine) products sold under the shellfish category.
• Ferskvannskreps (Freshwater Crayfish) Freshwater crayfish products sold under the shellfish category.
• Havsmat Super Deal Bundle Value bundle containing 5kg salmon portions, 5kg cod loin, and 5kg of choice of fish cakes, priced at 5,650 NOK.
• Havsmat Økonomipakke (Economy Package) Economy bundle containing 2.5kg haddock loin, 2.5kg saithe loin, and 2.5kg crispy cod, priced at 2,195 NOK.
• Hverdagsfisk (Everyday Fish Bundle) Everyday fish bundle containing 2.5kg cod loin and 2.5kg of choice of fish cakes.
• Familie Fisk (Family Fish Bundle) Family fish bundle package.

Quantifiable outcome

• Free delivery on all orders

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Recent moves5 records

Expansion highlights4 records

Market position

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/fiskebilen-havsmat-as

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Fiskebilen Havsmat AS