Madmax
Madmax Spicy is a Brussels-based, bootstrapped artisanal food company founded in 2021 that produces a single premium extra virgin olive oil infused with Bhut Jolokia ghost pepper, selling directly to consumers via Shopify and to Belgian retailers and restaurants through a B2B dealer network.
- Company typePrivate
- Founded2021
- HeadquartersBrussels, Belgium
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Madmax does
Madmax Spicy is a privately held Belgian food company founded in 2021 and headquartered in Brussels, operating with 22 employees. The company produces a single core SKU: a premium extra virgin olive oil (Arbequina cultivar, organic-certified) infused with Bhut Jolokia (Ghost Pepper, 1.2M Scoville) and a proprietary blend of three peppers sourced from multiple origins. The product is handmade in Belgium, packaged in distinctive beer-bottle-format glass, and finished with a specially developed matte oil-repellent label that enables clean wiping after use.
The company operates a dual-channel commercial model. Direct-to-consumer revenue is generated through a Shopify-hosted online storefront (madmaxspicy.myshopify.com) on a unit-pricing, pay-as-you-go basis. A parallel B2B channel sells to specialty food retailers and restaurants across Belgium via a dealer network, supported by a dealer-locator map on the company website and an active dealer-recruitment page. The legal entity is Madmax Shop, governed by Belgian law, and the Madmax® mark is a registered trademark.
Marketing is digital-first and content-led, centered on a recipe library demonstrating usage occasions (lasagna, pizza, breakfast, shots, aperitif), brand storytelling around the founders' origin, and a B2B retail page targeting dealers. No external institutional funding, parent company, or M&A activity is recorded; the business appears bootstrapped and founder-owned, with no public financial disclosures and no expansion beyond Belgium evidenced.
Madmax firmographics
Firmographics- Name
- Madmax
- Legal name
- Madmax Shop
- Website
- https://madmaxspicy.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Madmax Spicy is a Brussels-based, bootstrapped artisanal food company founded in 2021 that produces a single premium extra virgin olive oil infused with Bhut Jolokia ghost pepper, selling directly to consumers via Shopify and to Belgian retailers and restaurants through a B2B dealer network.
- Ownership category
- akta.pro rank
Madmax industry classification
Industry- Product category
- Infused Olive Oil
- NAICS
- Fats and Oils Refining and Blending (311225), Starch and Vegetable Fats and Oils Manufacturing (31122)
- SIC
- Fats & Oils (2070), Food And Kindred Products (2000)
- akta.pro primary industry
- Olive Oil Production & Bottling (AFAKAEAC)
- akta.pro secondary industry
- Virgin & Cold-Pressed Culinary Oils (AFAJALAB)
Keywords
Where Madmax is headquartered
LocationHeadquarters
- HQ city
- Brussels
- HQ country
- Belgium
- HQ region
- Europe
Offices1 record
Markets served
Madmax business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales
Revenue model
- Direct E-commerce Sales: One-time product sales through their Shopify online storefront to individual consumers. Products shipped directly to customer addresses.
- B2B Dealer/Retail Sales: Wholesale/dealer model selling to retailers and restaurants who resell the product to end consumers through physical store locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer direct-to-consumer pricing |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels3 records
Madmax product offering
Product offeringCore offering
Madmax produces and sells premium olive oil infused with Bhut Jolokia Ghost Pepper and a blend of three peppers sourced from around the world. The oils are handmade in Belgium using first cold-pressed organic Arbequina extra virgin olive oil from Catalonia and packaged in distinctive beer bottles with oil-repellent labels.
Product overview
Madmax Spicy is a Belgian food company specializing in premium quality olive oil infused with carefully selected peppers. The company offers a single core product line - Madmax Spicy Infused Olive Oil - made with Bhut Jolokia (Ghost Pepper) and a proprietary blend of three peppers. The products are handmade in Belgium, sold in distinctive beer bottles with specially developed matte oil-repellent labels, and distributed through their Shopify e-commerce store (madmaxspicy.myshopify.com) and a B2B/retail dealer network.
Differentiator
Problem solved
Functional benefit
Products and services
- Madmax Premium olive oil infused with three peppers sourced from around the world, handmade in Belgium using first cold-pressed organic Arbequina extra virgin olive oil from Catalonia, packaged in distinctive beer bottles with oil-repellent labels. Intended for gourmet consumers and specialty food retailers seeking novel spicy condiments.
- Madmax Spicy Extra premium olive oil infused with Bhut Jolokia (Ghost Pepper), one of the hottest chili peppers in the world. Handmade in Belgium using first cold-pressed organic Arbequina extra virgin olive oil from Catalonia, packaged in distinctive beer bottles with oil-repellent labels. Targeted at heat-seeking gourmet consumers and specialty retailers stocking ultra-spicy SKUs.
Companies that use Madmax
Customer profileSegments3 records
Ideal customer profiles2 records
Madmax technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Madmax partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Shopify Inc.coreE-commerce platform provider hosting Madmax's online store. Provides the technical infrastructure for all direct-to-consumer online sales through madmaxspicy.myshopify.com.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Madmax competitors and assessment
Company assessmentDirect peers
- Fly By Jing: Premium DTC and retail chili crisp/condiment brand targeting similar upscale culinary consumers with chef-driven, ingredient-forward positioning and strong packaging differentiation.
- TRUFF: Premium hot sauce and condiment brand with strong visual branding and DTC-led growth, directly comparable to Madmax's premium positioning and packaging-led differentiation strategy.
- Momofuku Goods (Chili Crunch): David Chang's premium chili crunch/condiment brand competing in the same upscale spicy-infused oil category, with similar DTC-plus-retail distribution and food-service penetration.
Broad incumbents
- Huy Fong Foods (Sriracha): Iconic mass-market hot sauce/chili brand with global retail penetration; defines the mainstream baseline against which premium challengers like Madmax differentiate.
- McIlhenny Company (Tabasco): Heritage hot sauce manufacturer with universal foodservice and retail distribution; the category's largest incumbent that premium spicy-condiment brands explicitly position against.
- Laoganma: Global category leader in chili oil/crisp with mass-market and foodservice distribution; represents the dominant incumbent Madmax is positioned against in the spicy infused oil category.
Emerging players
- Bona Furtuna: Artisan single-estate olive oil producer with premium positioning and storytelling-led branding; similar to Madmax in craft EVOO sourcing and heritage/origin narrative.
- Mr. Chili Oil: Artisan chili oil brand with DTC and specialty retail distribution; overlaps with Madmax in product format, premium positioning, and small-batch craft production.
- Brightland: Premium olive oil DTC brand with strong visual branding and direct-to-consumer model; comparable to Madmax on olive oil base, premium packaging, and Shopify-led growth.
Regional players
- Oleev (Indian olive oil brand): Regional edible oil brand operating in adjacent geographies with comparable specialty oil positioning; illustrates competitive dynamics in non-European specialty oil markets relevant to Madmax's potential expansion.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Madmax social profiles
Digital presenceMadmax financial estimates
Financial estimateRevenue estimate
Valuation estimate
Madmax leadership team
Management profileNumber of profiles
Madmax funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Madmax M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Madmax
What does Madmax do?
Madmax produces and sells premium olive oil infused with Bhut Jolokia Ghost Pepper and a blend of three peppers sourced from around the world. The oils are handmade in Belgium using first cold-pressed organic Arbequina extra virgin olive oil from Catalonia and packaged in distinctive beer bottles with oil-repellent labels.
Is Madmax a public or private company?
Madmax is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Madmax founded?
Madmax was founded in 2021. It employs 11 to 50 people.
Where is Madmax based?
Madmax is headquartered in Brussels, Belgium, in the Europe region.
How does Madmax make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are B2B Dealer/Retail Sales.
Who are Madmax's main competitors?
Direct peers on record are Fly By Jing, TRUFF and Momofuku Goods (Chili Crunch). Broad incumbents are Huy Fong Foods (Sriracha), McIlhenny Company (Tabasco) and Laoganma. Emerging players are Bona Furtuna, Mr. Chili Oil and Brightland. Oleev (Indian olive oil brand) is listed as a regional player.
Does Madmax have an API?
No public API is recorded for Madmax.
What industry is Madmax in?
Madmax's product category is Infused Olive Oil. Its primary akta.pro industry code is AFAKAEAC, Olive Oil Production & Bottling, with a secondary code of AFAJALAB, Virgin & Cold-Pressed Culinary Oils. Its NAICS code is 311225 and its SIC code is 2070.