Herbs&Spices

What Herbs&Spices does

Herbs&Spices is a privately-held, founder-operated healthy food business based in Alphen, North Brabant, Netherlands, serving the surrounding Baronie region (Alphen, Breda, Tilburg). The company prepares fresh, made-from-scratch meals and baked goods daily using local, seasonal, and biological ingredients sourced through partnerships such as Boerschappen and a network of regional farms, dairies, breweries, and beekeepers. Its core technology is artisanal rather than digital: every dish is prepared with explicit attention to dietary restrictions, allergies, and intolerances, and is delivered in biodegradable packaging.

The business operates six distinct revenue streams: a weekly Mealbox of three freshly prepared meals (€37.50), a Healthy Sweetbox of protein- and fibre-rich baked goods (€32.50), subscription-style fresh meal delivery to childcare centres and after-school care (kinderopvang/BSO), custom healthy catering for corporate and private events, personalised 'Koken op Maat' nutrition plans, and group cooking workshops (minimum 10 persons). A related sub-brand, Sweetcinz, runs a weekend café inside 't Pakhuys in Alphen as a physical retail outlet for the bakery line.

Commercially, Herbs&Spices runs a hybrid D2C and B2B model. Direct-to-consumer orders are fulfilled via Saturday pickup in Alphen or paid home delivery to Breda and Tilburg (€7.50). Institutional customers — chiefly daycare providers, schools, companies, and private individuals hosting events — are served through consultative direct sales with personalised menu design. The company markets primarily through its website, Google Reviews (4.5-star average), social media, word-of-mouth, cooking workshops, and a regional partners network. It is Cittaslow-aligned and won the Cittaslow Ondernemers Award in 2019. No external funding, M&A activity, or parent company is disclosed.

Name

Herbs&Spices

Legal name

Herbs and Spices

Website

https://herbsandspices.nl

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Herbs&Spices is a Dutch healthy food company in Alphen, North Brabant, preparing fresh daily meals, healthy baked goods, and event catering for individuals, childcare centres, schools, and businesses in the Baronie region (Alphen, Breda, Tilburg).

Ownership category

akta.pro rank

Product category

Healthy Meal Services

NAICS

Special Food Services (7223), Caterers (722320), Food Service Contractors (72231), Bakeries and Tortilla Manufacturing (3118)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090), Bakery Products (2050), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Prepared Meal Subscriptions (Chef-Prepared, Recurring) (CRAHAJAD)

akta.pro secondary industries

Premium Gourmet & Chef-Curated Meal Kits/Prepared Meals (CRAHAJAK), Specialty & Dietary Catering (Vegan, Kosher, Halal, Allergy-Friendly) (HSACAGAH), Meal kits & subscription meal components manufacturing (AFAKAHAD)

Keywords

• Meal box delivery
• Healthy catering services
• Childcare meal delivery
• Healthy bakery products
• Cooking workshops

Headquarters

HQ city

Alphen , noord brabant

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Meal Boxes: Pre-made meal boxes (3 meals) sold for direct consumer pickup or delivery. Meals are freshly prepared, protein and fiber-rich comfort food. Price: €37.50 per box.
2. Healthy Sweetbox: Protein-rich and fiber-rich cakes, cookies, and bars made from organic ingredients. Sold as weekly/subscription-style boxes. Price: €32.50 per box.
3. Catering Services: Custom healthy catering for events, companies, and private occasions. Priced per project based on requirements and group size.
4. Healthy Bakery Products: In-house developed healthy baked goods including granola, breakfast items, breads, and treats sold through meal boxes and at the Sweetcinz cafe.
5. Cooking Workshops: Group cooking workshops (minimum 10 persons) covering healthy cooking, baking, and food education. Priced upon request.
6. Childcare Meal Service: Fresh, vegetable-rich meals prepared for daycare centers (kinderopvang) and after-school care, delivered to educational facilities.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Herbs&Spices prepares and sells fresh, scratch-made healthy meals and baked goods. Its primary consumer offerings are weekly Mealboxes (3 freshly prepared meals for €37.50) and Healthy Sweetboxes (protein and fiber-rich cakes, cookies, and bars for €32.50), distributed via Saturday pickup in Alphen and home delivery in Breda and Tilburg. The company also operates an in-house Healthy Bakery line, custom healthy event catering, recurring childcare meal subscriptions (Kinderopvang Maaltijden), personalized nutrition plans (Koken op Maat), and group cooking workshops for teams.

Product overview

Herbs&Spices is a Dutch healthy food company offering a multi-channel portfolio of meal delivery services, catering, and bakery products. The core offerings include Mealbox (weekly meal kit with 3 meals), the Healthy Sweetbox (snack box), and Koken op Maat (custom meal plans). Service offerings include Gezonde Catering (custom event catering), Kinderopvang Maaltijden (childcare meal delivery), and Kookworkshops (team cooking workshops). The subsidiary Sweetcinz operates a physical café in Alphen. The company emphasizes Cittaslow values, using local Brabant agricultural products through partnerships like Boerschappen, and delivers sustainably packaged meals with biodegradable containers.

Differentiator

Problem solved

Functional benefit

Brands

• Sweetcinz: Weekend oasis café in 't Pakhuys in Alphen serving real good coffee, surprising lunch, borrel with a story, featuring cake, sandwiches, flatwraps, Belgian beers, and wines.

Products and services

• Mealbox
• Healthy Sweetbox Weekly box of protein and fiber-rich cakes, cookies, and bars made from premium and often organic ingredients, sold to consumers for breakfast or snacking.
• Healthy Bakery In-house line of healthy baked goods including granola, breakfast items, breads, energy/nut bars, and desserts, refined-sugar-free and made with whole ingredients, sold through meal boxes and Sweetcinz.
• Gezonde Catering (Healthy Catering) Custom healthy catering service for events, corporate functions, BBQs, and private gatherings, with personalized menu design, delivery, presentation, and optional on-site service.
• Kinderopvang Maaltijden (Childcare Meals) Recurring meal delivery service for daycare centers and after-school care facilities providing nutritionally balanced meals with consultation on meal timing and presentation.
• Kookworkshops (Cooking Workshops) Group cooking workshops for teams and organizations of 10+ people focusing on healthy nutrition, ingredients, and conscious food choices, fully catered and customized.
• Koken op Maat (Custom Cooking) Personalized meal service with freshly prepared meals tailored to individual dietary needs, fitness goals, recovery, or weight management, priced per consultation.
• Sweetcinz Cafe Weekend cafe concept at 't Pakhuys in Alphen serving coffee, lunch, aperitifs, and bar snacks, featuring Herbs&Spices bakery items and Taartjess products.

Quantifiable outcome

• Over 50% vegetables in childcare meals
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core and minor.

• BoerschappencoreStrategic or Co-development PartnerPartnership with Boerschappen from Breda provides access to a wide range of local Brabant farm products. This is a key sourcing partnership for vegetables and fruits used in Herbs&Spices meals.
• Zuivelboerderij De DriehoekminorStrategic or Co-development PartnerLocal dairy farm from Oosterhout supplying various cheeses for Herbs&Spices recipes.
• DeJong CheeseminorStrategic or Co-development PartnerCheese supplier from Alphen providing artisanal cheeses.
• QarcminorStrategic or Co-development PartnerDairy supplier from Bladel providing dairy products.
• De BijenboerderijminorStrategic or Co-development PartnerBeekeeper from Strijbeek supplying local honey for recipes and beverages.
• De ZonhoeveminorStrategic or Co-development PartnerFarm from Hulten supplying venison (edelhertenvlees) for specialty dishes.
• 't ZandeindminorStrategic or Co-development PartnerFarm in Riel supplying pure, natural beef. Cattle graze for much of the year on Landgoed de Hoevens in Alphen.
• Dorpsbrouwerij De PimpelmeeschminorStrategic or Co-development PartnerVillage brewery from Chaam supplying specialty beers. Provides bostel (grain residue) for cookie recipes.
• Brouwerij BoslustminorStrategic or Co-development PartnerBrewery from Alphen supplying specialty beers for recipes.
• Bakkerij AdamsminorStrategic or Co-development PartnerLocal baker from Baarle-Nassau providing bread varieties developed with Herbs&Spices healthy recipes.
• Hof van BaarleminorStrategic or Co-development PartnerVineyard from Baarle-Nassau supplying local wines.
• Special PlantminorStrategic or Co-development PartnerSupplier from Zundert providing organic tea leaves for herbal teas.
• Smaakverbond De BaroniecoreStrategic or Co-development PartnerRegional taste alliance in De Baronie that bundles and promotes regional taste producers and their artisanal products. Herbs&Spices collaborates on product development and marketing of local ingredients.
• Claresse (Son)minorStrategic or Co-development PartnerSustainable farmed freshwater fish from Son, free from antibiotic use, added to Herbs&Spices product assortment.
• SweetcinzcoreStrategic or Co-development PartnerRelated business venture - a weekend cafe in 't Pakhuys in Alphen. Serves as a retail outlet for Herbs&Spices products including baked goods and specialty items.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Maaltijdbutler: Dutch ready-to-eat meal delivery service offering chef-prepared meals shipped chilled nationwide. Comparable in prepared-meal format, recurring delivery model, and focus on fresh, portion-controlled meals.
• Ekomenu: Dutch organic meal-kit subscription service delivering fresh, ready-to-heat meals nationwide with a similar focus on healthy, fresh-from-scratch preparation and dietary accommodation. Directly comparable in product type (prepared meal boxes) and customer base (health-conscious Dutch consumers).
• Uitgekookt: Dutch prepared-meal delivery service focused on fresh, daily-prepared meals for seniors and individuals. Comparable business model of fresh meal delivery with portioned menus and national delivery coverage.
• Foodbag: Belgian meal-kit subscription with expansion into the Netherlands. Directly comparable subscription-meal product, comparable consumer target (families seeking convenient healthy meals), and Benelux market footprint.

Broad incumbents

• Hutten: Major Dutch contract caterer and food-service provider serving healthcare, corporate, and institutional clients. Comparable catering and institutional meal-provision capabilities at significantly larger scale.
• Sodexo: Global food services and facilities management company with substantial operations in the Netherlands across catering, institutional, and corporate meal services. Sets the pricing and service benchmark for B2B catering contracts.
• HelloFresh: Global leader in meal-kit subscriptions and prepared meals, publicly listed, operating across Europe. Provides the dominant competitive benchmark for any subscription prepared-meal business and offers overlapping capabilities at much greater scale.
• Marley Spoon: European and US meal-kit subscription company (now majority-owned by HelloFresh). Operates across multiple European markets including the Netherlands, providing scaled competition in the prepared-meal category.
• Albron: Large Dutch contract catering and food-service operator serving schools, hospitals, and corporate cafeterias. Directly competes for the institutional and childcare meal contracts that anchor Herbs&Spices' B2B revenue.

Others

• Boerschappen: Local Brabant farm-to-table sourcing partner for Herbs&Spices. Functions as an upstream supplier and ecosystem participant; comparable as an enabling partner in the regional local-food value chain rather than a competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/herbs-spices

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Herbs&Spices