NovaClay

Name

NovaClay

Legal name

NovaClay A/S

Website

https://novaclay.dk

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Cement Replacement Materials

NAICS

Cement Manufacturing (327310)

SIC

Cement, Hydraulic (3241)

akta.pro industry

PRIMARYIMADAAAG

Cement Manufacturing (Portland, Blended & Specialty)

Industrials, Manufacturing & Construction/Building Materials & Products/Cement, Concrete & Aggregates

SECONDARYIMAEAFAB

Kaolin & Ball Clay

Industrials, Manufacturing & Construction/Chemicals & Industrial Materials/Industrial Minerals & Functional Fillers

Keywords

• Calcined clay cement
• Cement replacement materials
• Sustainable concrete binder
• Low-carbon construction inputs
• Industrial calcined clay

Headquarters

HQ city

Hobro

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Calcined Clay Product Sales: NovaClay generates revenue through the sale of its calcined clay product to the concrete and construction industry. The product is sold as a separate binder component that concrete producers can incorporate into their mix designs, reducing cement usage and CO2 emissions while maintaining product quality.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

NovaClay manufactures and sells calcined clay (kalcineret ler), a cement replacement product made by treating raw clay from Danish excavations through a patented industrial production process at its Hobro facility. The product substitutes a significant portion of CEM I and CEM II/A-LL cement in concrete and mortar formulations, reducing CO2 emissions while maintaining strength and durability, and is certified to DS 206:2025 and EN 12620:2002+A1:2008 for use across structural and non-structural applications in Denmark.

Product overview

NovaClay offers a single core product: calcined clay used as a cement replacement material in the concrete industry. The product is manufactured at the company's factory in Hobro, Denmark, and is designed to replace cement (CEM I and CEM II/A-LL) in concrete and mortar formulations. NovaClay enables concrete producers to reduce their carbon footprint while maintaining technical performance. The company emphasizes its unique warm color characteristic that makes concrete products made with NovaClay visually distinctive and recognizable in the market.

Differentiator

Problem solved

Functional benefit

Products and services

• NovaClay Calcined Clay Industrially produced calcined clay (kalcineret ler) cement replacement product that replaces a significant portion of CEM I and CEM II/A-LL cement in concrete and mortar recipes. Certified to DS 206:2025 and EN 12620:2002+A1:2008, approved for exposure classes up to and including XF1. Sold B2B to Danish concrete producers and construction firms, with verified EPD (NEPD-6959-6348) reporting 48.1 kg CO2e A1-A3.

Quantifiable outcome

• CO2e: 48.1 kg CO2e A1-A3 per unit (verified EPD: NEPD-6959-6348)
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• CRH DenmarkcoreStrategic or Co-development Partner · 1 January 2021CRH Denmark, a leading player in the construction industry, partnered with CemGreen ApS in 2021, leading to the formation of NovaClay A/S. CRH's collaboration was the catalyst for the idea taking off, and CRH became a strategic partner in establishing the company and building the factory in Hobro.

Scale indicators1 record

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Holcim: Global cement major actively scaling calcined clay and other low-clinker cements (e.g., ECOPlanet range). Sets the competitive baseline NovaClay must beat on cost, scale, and embodied carbon in the European concrete market.
• Cemex: Global cement major with a Vertua low-carbon concrete portfolio that incorporates supplementary cementitious materials. Represents the type of incumbent NovaClay must sell into — or compete against — across European concrete markets.
• Imerys: Global specialty minerals group with significant kaolin and metakaolin operations. Already a large incumbent in industrial clay feedstocks that could vertically integrate into calcined clay SCMs competing directly with NovaClay.
• Heidelberg Materials: Major European-headquartered cement and aggregates producer developing calcined clay cements and other low-CO2 binders. Competes with NovaClay indirectly through its own SCM-blended cement offerings to ready-mix and precast customers.
• CRH plc: One of the world's largest building materials groups and NovaClay's anchor partner via CRH Denmark. Operates vertically integrated cement, aggregates, and ready-mix concrete businesses across Europe and North America that increasingly market lower-carbon concrete solutions.

Emerging players

• CarbonCure Technologies: Canadian-based technology company enabling concrete producers to reduce cement content and sequester CO2. Targets the same concrete producer buyer as NovaClay with a complementary 'lower embodied carbon concrete' value proposition.
• Solidia Technologies: US-based developer of lower-CO2 cement and concrete binder chemistries targeting ready-mix and precast producers. Comparable emerging-stage disruptor focused on binder innovation rather than traditional Portland cement supply.

Direct peers

• Argeco: French producer of metakaolin (calcined clay) sold as a cement-replacement additive for concrete. Closest functional analog to NovaClay's product in the European market, competing for the same supplementary cementitious material specification slot.
• Hoffmann Green Cement Technologies: French low-carbon cement developer using calcined clay and other novel binders to displace Portland cement. Direct comparable to NovaClay in technology approach (clay-based SCMs) and customer base (ready-mix and precast concrete producers) in a European market.
• Ecocem: European supplier of low-carbon cement technologies including ACT (low-clinker) cement and ground granulated blast-furnace slag alternatives. Competes with NovaClay for the same 'lower-CO2 binder' budget line item at concrete producers across Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/novaclay

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 NovaClay