Min12

What Min12 does

IJssalon MIN12 is a privately held Dutch artisanal ice cream parlor chain operating five physical storefronts across the Netherlands in Harlingen, Leeuwarden Kelders, Lisse, Sneek, and Vlieland. The company produces handcrafted ice cream using premium ingredients including Madagaskar vanilla and organic milk sourced from a local Dutch farm (Buurvrouw Durkje), offering over 90 flavor varieties spanning sorbets, dairy-based ice creams, soy-based alternatives, and regionally branded specialties. Pricing is structured as low-ticket unit sales: scoops at €2.50 each, milkshakes at €5.50–€7.50, half-liter containers at €13, and liter tubs at €24, supplemented by add-ons such as whipped cream and seasonal hot beverages.

The company's go-to-market is direct-to-consumer physical retail, supplemented by a mobile app (available on iOS and Android) that supports order-ahead pickup and a loyalty/savings program where customers accumulate points toward free ice cream rewards. The Sneek location extends the model with a home delivery service operating during evening hours (17:00–20:30). Distribution is anchored in high-foot-traffic tourist-adjacent sites, including a unique island location on Vlieland in the Wadden Sea and a Lisse position near the Keukenhof flower gardens, capturing both local resident and tourist demand.

MIN12 is independently owned with no disclosed institutional investors, funding rounds, or parent company affiliation. Headcount is reported at 13 employees, consistent with a lean operation that relies on seasonal and part-time labor across its five locations. The company markets through location-specific websites, Facebook, Twitter/X, and Instagram, and operates under the brand slogan "IJskoud de lekkerste" (ice-cold the tastiest). No financial metrics, founding date, or ownership structure are publicly disclosed.

Name

Min12

Legal name

IJssalon MIN12

Website

https://min12.nl

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

IJssalon MIN12 is a privately held Dutch artisanal ice cream parlor chain operating five storefronts across the Netherlands, serving local residents and tourists with over 90 handcrafted flavors via in-store sales, mobile app ordering, and loyalty rewards.

Ownership category

akta.pro rank

Product category

Specialty Ice Cream Retail

NAICS

Specialty Food Retailers (4452)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Ice Cream & Gelato Shops (THAFAGAA)

Keywords

• Artisanal ice cream
• Ice cream parlor
• Scoop ice cream
• Ice cream retail
• Ice cream delivery

Headquarters

HQ city

Harlingen

HQ country

Netherlands

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Physical Storefront Sales: Revenue generated from direct in-store sales of handcrafted ice cream, milkshakes, and related products at 5 physical locations across the Netherlands.
2. App-based Ordering and Loyalty Program: Customers use the MIN12 mobile app to order ahead for pickup or delivery, and to participate in the savings/loyalty program to earn free ice cream rewards.
3. Delivery Service: Home delivery service available from the Sneek location, delivering ice cream products directly to customers' homes during evening hours.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Min12 produces and sells handcrafted artisanal ice cream through five physical ice cream parlor locations across the Netherlands, offering over 90 flavors including sorbets, dairy-based and soy-based varieties in scoop, pint, and liter formats, plus milkshakes and whipped cream. The company complements its retail operations with a mobile app that supports a loyalty savings program and order-ahead for pickup, and a local home delivery service from its Sneek location.

Product overview

MIN12 is an artisanal ice cream parlor (IJssalon) with 5 locations across the Netherlands (Harlingen, Leeuwarden Kelders, Lisse, Sneek, and Vlieland). The company offers fresh scoop ice cream in various formats including cups, pints, and liter tubs, along with milkshakes and whipped cream. A key differentiator is their MIN12 App which powers a loyalty/savings program where customers earn points for free ice cream. The Sneek location additionally offers a delivery service. The product portfolio centers on premium artisan ice cream with over 80+ flavors including sorbets, dairy-based ice creams, and specialty flavors.

Differentiator

Problem solved

Functional benefit

Products and services

• Vers schepijs (scoop ice cream)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• GROM: Italian premium gelato chain with international locations emphasizing high-quality ingredients. Comparable to MIN12 in artisanal sourcing narrative and gelato-style product, though at a larger and broader international scale.
• Cold Stone Creamery: Global ice cream parlor franchise chain. Comparable to MIN12 in store-based ice cream retail model with custom-serve products, but operates via franchise at vastly greater scale and with strong brand recognition.
• Ben & Jerry's: Global ice cream brand (Unilever-owned) with branded scoop shops and broad grocery distribution. Comparable to MIN12 as a mass-market ice cream player offering scooped flavors, though at a different scale and distribution strategy.
• Häagen-Dazs: Global premium ice cream brand with scoop shops and international retail presence. Comparable to MIN12 in premium positioning and scoop parlor format, but operates at far greater scale across grocery and foodservice.

Direct peers

• Jeni's Splendid Ice Creams: Premium artisanal scoop parlor chain with strong loyalty and shipping. Comparable to MIN12 in flavor-driven differentiation, premium ingredient sourcing, and direct-to-consumer ordering through owned digital channels.
• IJssalon Wonders: Dutch artisanal ice cream parlor chain with multiple locations in the Netherlands. Directly comparable to MIN12 in product format (handcrafted scoop ice cream), pricing tier, customer demographic (Dutch locals + tourists), and artisanal sourcing positioning.
• Salt & Straw: US-based premium artisanal ice cream parlor chain known for innovative, locally-inspired flavors. Comparable to MIN12 in artisanal positioning, large rotating flavor portfolio, and owner-operated scoop parlor retail format.
• Van Leeuwen Ice Cream: US-based premium artisanal ice cream chain with a loyal following and rapid physical store expansion. Directly comparable to MIN12 in premium positioning, distinct flavor portfolio, and direct-to-consumer scoop parlor model with pint retail extensions.
• Alberto Gelato: Premium Italian-style gelato chain with locations in the Netherlands. Comparable to MIN12 as a multi-store artisanal gelato operator targeting premium pricing, with a similar flavor variety and handcrafted production model.
• Luciano Italian Ice Cream: Dutch chain offering Italian-style gelato in multiple locations across the Netherlands. Comparable to MIN12 in product format, Dutch multi-location retail model, and mid-premium price positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/min12
• Facebookfacebook.com/IJssalonMIN12
• Instagraminstagram.com/min12_sneek
• LinkedInlinkedin.com/company/min12

Revenue estimate

Valuation estimate

Number of profiles

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 Min12