What Rscued does

Rscued, operating under legal entity Better Jusage AB, is a Swedish food rescue company founded in 2015 and headquartered in Tumba, Stockholm County, Sweden. The company sources fruits and vegetables that would otherwise be discarded by growers, wholesalers, importers, grocery chains, and fruit basket companies across Sweden, Denmark, and the Netherlands. Within its Frukträddarfabrik (fruit rescue factory), rescued produce is manually hand-sorted, processed via a flexible machine park that accommodates non-standard sizes (e.g., oversized beetroots), and pasteurized to extend shelf life without requiring refrigeration. In 2024 the company rescued 560 tons of produce, equal to 60% of total input volume, against a self-imposed minimum rescue threshold of 51%.

The product portfolio spans juices, shots, lemonades, smoothies, and seasonal drinks such as Vintermumma, packaged in glass bottles, 50cl and 1.5L formats, and bag-in-box formats (1.5L and 3L). Press remnants from juicing are upcycled through a partnership with Dafgård into fiber-rich breakfast rolls sold to Strawberry hotels across the Nordics (launched March 2025). Branded merchandise (caps, socks) is sold through the DTC site.

Commercially, Rscued runs a multi-channel revenue model: (i) direct-to-consumer e-commerce via a Shopify storefront at rscued.se, with multi-currency support (SEK, EUR, GBP, DKK, CZK, HUF, PLN, RON), free shipping above 500 SEK, and bulk discounts of 15% for 3+ boxes; (ii) B2B food-service and retail distribution to cafés, restaurants, hotels, and stores across Sweden and Finland, supported by a dedicated sales team including a CCO, Sales Manager, Regional Account Manager Stockholm, and Procurement; (iii) a reseller program ("Bli Återförsäljare"); and (iv) a mobile mocktail/cocktail bar service for corporate events that has served Klarna, Spotify, NRJ, SEB, and RISE, functioning as both a revenue stream and a brand awareness channel. Headcount stands at approximately 11 employees.

Name

Rscued

Legal name

Better Jusage AB

Website

https://rescued.se

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Rscued (Better Jusage AB), a Swedish food rescue company founded in 2015 and based in Tumba, transforms surplus fruits and vegetables into juices, shots, lemonades, smoothies, and seasonal drinks for consumers, food-service operators, hotels, and corporate event clients across Sweden and Finland, with rescued produce accounting for 60% of inputs in 2024.

Ownership category

akta.pro rank

Product category

Rescued Fruit Beverages

NAICS

Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114)

SIC

Beverages (2080), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Refrigerated Juices & Smoothies (CRADACAL)

akta.pro secondary industries

Refrigerated Probiotics & Functional Shots (CRADACAN), Byproduct & Co-Product Processing (Pomace Valorization, Fiber, Extracts, Animal Feed) (AFAKAFAK)

Keywords

• Rescued fruit beverages
• Food waste reduction
• Fruit juice production
• Circular economy food
• Upcycled bakery products

Headquarters

HQ city

Tumba

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (B2C E-commerce): Rscued sells beverages directly to consumers through their Shopify e-commerce store at rscued.se. Products include juices, shots, lemonades, smoothies, and Vintermumma in various formats (glass bottles, bag-in-box). Prices range from 109 SEK to 289 SEK. Free shipping is offered on orders over 500 SEK, and bulk discounts (15% off when buying 3 boxes) are available.
2. B2B Food Service & Retail: Rscued supplies cafés, restaurants, hotels, and retail stores across Sweden and Finland with their rescued fruit and vegetable products. A dedicated sales team (CCO, Regional Account Managers, Sales Manager) handles B2B relationships. Corporate customers can also hire the Rscued mobile mocktail bar for events.
3. Mobile Mocktail/Cocktail Bar Service: Rscued offers a mobile mocktail and cocktail bar rental service for corporate events, afterworks, exhibitions, and mingling events. Their bartenders come to the venue and create drinks using rescued juices. Contact email: [email protected]. This service generates revenue while also serving as a brand awareness and GTM channel.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Rscued (operating as Better Jusage AB) rescues fruits and vegetables that would otherwise be discarded and transforms them into premium pasteurized beverages including juices, shots, lemonades, smoothies, and the seasonal Vintermumma (a spiced warm apple drink). Production takes place in the Frukträddarfabrik (fruit rescue factory) in Tumba, Sweden, where produce is hand-sorted, processed, and pasteurized for extended shelf life. Press remnants from juicing are upcycled into fiber-rich breakfast rolls via a partnership with Dafgård's bakery, served at Strawberry hotels.

Product overview

Rscued is a food and beverage company operating under Better Jusage AB, founded in 2015, that manufactures juice, shots, lemonades, smoothies, and seasonal drinks (such as Vintermumma) from rescued fruits and vegetables. The product portfolio centers on a core line of beverages — including shots like Ginger/Citron and Beetroot Matcha in both small bottles and Bag-in-Box formats (1.5L and 3L), juices such as Apple/Ginger, Apple/Elderflower, Orange, and Blood Orange, seasonal lemonades including Strawberry, Mint, and Clementine/Orange in both 50cl and 1.5L formats, banana-based smoothies in Mango Passion and Raspberry/Strawberry, and the signature seasonal Vintermumma (warm spiced apple drink with ginger, cinnamon, and cardamom). Products are sold primarily in glass bottles with metal caps and Bag-in-Box formats, and are pasteurized to extend shelf life without requiring refrigeration before opening. The company also offers a mobile Mock/Cocktail Bar rental service for events and a fiber-rich bread product made from press residues from juice production in partnership with Dafgård for Strawberry hotels. Merchandise includes branded running caps and socks. Products are available through the company's Shopify-powered e-commerce site and via retail/reseller channels in Sweden and Finland.

Differentiator

Problem solved

Functional benefit

Products and services

• NYHET! Limited Edition Strawberry Lemonade 1.5L A seasonal lemonade made with rescued strawberries and rescued lemons (22% strawberry, 12.8% lemon), pasteurized for extended shelf life of 30 days refrigerated after opening. Sold in 1.5L glass bottles at 109 SEK.
• Ingefära/Citron Bag-In-Box 1.5L A ginger and lemon shot in Bag-in-Box format containing 40% rescued ginger, 31% apple, 28% lemon, 0.8% turmeric, and 0.2% black pepper. 33 kcal per 100ml. Sold at 159 SEK for 1.5L.
• Ingefära/Citron Bag-In-Box 3L A 3-liter bag-in-box version of the signature ginger and lemon shot with rescued ginger as a primary ingredient, designed for home or office sharing. Sold at 289 SEK.
• Beetroot Matcha Shot 1.5L A health-focused shot combining rescued beetroot with matcha, offered in a 1.5-liter format for larger households or frequent consumers.
• Äpple/Fläder Juice A seasonal juice made from rescued apples and elderflower, with flavor and color varying by season and ingredient availability. Pasteurized and does not require refrigeration before opening.
• Äpple/Ingefära Juice A cold-pressed juice combining rescued apples with ginger, offering a balance of sweetness and spice. Seasonal availability based on rescued produce supply.
• Apelsin Juice A seasonal orange juice made from rescued oranges, with flavor varying by season, origin country, and ripeness of the rescued fruit. Pasteurized for extended shelf life.
• Blodapelsin Juice A limited-batch blood orange juice made from rescued blood oranges, featuring a distinctive deep color and tart flavor profile.
• Rödbeta Grönskapsjuice A vegetable juice made from rescued oversized beetroots that do not meet retail size specifications, highlighting nutritional benefits including nitrates for endurance and minerals, vitamins, and antioxidants.
• Mynta Lemonad A refreshing mint lemonade made with rescued fruit and vegetables, pasteurized to extend shelf life without requiring refrigeration. Flavor and color vary with season and ingredient availability.
• Strawberry Lemonade 50cl A strawberry lemonade in a 50cl format made with rescued strawberries, pasteurized for extended shelf life without the need for cold storage.
• Happy Lemonad A lemonade variety in the Rscued product line, with seasonal flavor and color variations driven by rescued produce availability.
• Limited Edition Clementine/Orange 1.5L A limited-edition clementine and orange lemonade made from rescued citrus fruits, offered in a 1.5-liter format.
• Rscued Smoothie Mango Passion A limited-edition smoothie featuring rescued and hand-peeled bananas as the base, combined with mango and passion fruit. Part of a three-product smoothie line focused on rescuing bananas.
• Rscued Smoothie Hallon/Jordgubb A limited-edition raspberry and strawberry smoothie made with rescued bananas as the base fruit, designed to combat banana food waste.
• Vintermumma A signature seasonal warm drink made from rescued apples combined with ginger, cinnamon, and cardamom, evoking traditional Swedish Christmas flavors. Can be served hot or cold, with suggestions to pair with whipped cream and gingerbread.
• Granatäpple/Ingefära Shot A shot combining rescued pomegranate and ginger, packed with flavor and vitamins. Available in both small bottle and 1.5-liter bag-in-box formats.
• Rscued Mock/Cocktail Bar Service A mobile mocktail and cocktail bar rental service where Rscued bartenders attend events (afterworks, parties, exhibitions, mingling) and create drinks using Rscued's rescued juices. Urban feel with sustainable drinks. Past clients include Klarna, Spotify, NRJ, SEB, and RISE.
• Räddat Bröd (Fiberrika Frukostfrallor) A bread product made from press residues (pulp) from Rscued's juice production, converted into fiber-rich breakfast rolls through a partnership with Dafgård's bakery. Available as a permanent breakfast option at Strawberry hotels across the Nordic region, in three flavors with beetroot, carrot, and apple as bases.
• RSCUED Lörparkeps (Running Cap) A branded running cap as merchandise, sold at 289 SEK.
• RSCUED Strumpor (Socks) Branded socks in size 35-38 (also available in size 43-46), sold as merchandise at 109 SEK.

Quantifiable outcome

• Rescued 560 tons of fruits and vegetables in 2024 (60% of total volume)
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• StrawberrycoreStrategic or Co-development Partner · 1 March 2025Rscued partnered with Strawberry (hotels), Råsaft, and Dafgård to upcycle press remnants from juicing into fiber-rich breakfast rolls. The press remnants are sent to Dafgård's bakery in Källby where breakfast rolls are produced in three flavors (red beet, carrot, and apple) for Strawberry's hotel breakfast buffets across the Nordic region. This circular economy partnership started in March 2025.
• RåsaftcoreStrategic or Co-development PartnerRåsaft is a co-production partner in the press remnant upcycling initiative with Strawberry and Dafgård. Both Rscued and Råsaft send their press remnants to Dafgård's bakery for conversion into fiber-rich breakfast rolls.
• DafgårdcoreImplementation/ SI/ Consulting PartnerDafgård's bakery in Källby is the production partner that transforms press remnants from Rscued and Råsaft into fiber-rich breakfast rolls for Strawberry hotels. This partnership enables the circular economy loop from juice production to bakery products.
• Richard JuhlinminorOthersChampagne expert Richard Juhlin collaborated with Rscued to develop the 'Mubbel' recipe - a festive winter drink combining Vintermumma (made from rescued apples) with alcohol-free sparkling white wine from his portfolio. This recipe collaboration showcases Rscued products to a premium audience.
• Tommi KomljenovicminorOthersTommi Komljenovic, winner of Årets Bartender 2019 (Swedish Bartender of the Year), collaborated with Rscued to develop the 'Polka mocktail' recipe. This recipe collaboration leverages his bartender expertise and award credentials to promote Rscued's Vintermumma product.
• Corporate Mocktail Bar Clients (Klarna, Spotify, NRJ, SEB, RISE)minorGTM or Marketing PartnerThese corporate clients have hired Rscued's mobile mocktail bar for events. While primarily customers, these relationships also serve as GTM/marketing opportunities, exposing Rscued's brand to enterprise audiences with sustainability focus.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Karma: Sweden-based app and marketplace that sells surplus food from restaurants, bakeries, and grocers to consumers. Comparable mission (reducing food waste) and home Nordic market, but operates a marketplace model rather than manufacturing beverages.
• Too Good To Go: Denmark-founded surplus-meal marketplace operating across Europe. Shares Rscued's food-waste mission and serves overlapping Nordic consumers, but commercialises through a marketplace rather than manufacturing branded products.
• Imperfect Foods: US subscription service selling cosmetically imperfect and surplus groceries. Overlaps with Rscued on the waste-reducing consumer proposition and DTC distribution, though broader grocery category and different geography.
• Misfits Market: US online grocer delivering surplus and 'ugly' produce directly to consumers. Highly comparable mission-driven, DTC-first produce rescue model, but US-based and produce-led rather than beverage manufacturing.
• Oddbox: UK-based 'wonky' fruit and vegetable subscription box company. Closest analogue to Rscued's rescue-first sourcing model in a European market, though Oddbox ships produce rather than processing it into beverages (comparable to Rscued's rescue mission per source).

Broad incumbents

• Joe & The Juice: International juice bar and packaged juice chain with strong Nordic presence. Overlaps with Rscued on cold-pressed juice, shots, and smoothies served into cafés/hotels — the same foodservice channel Rscued targets.
• Daily Harvest: US-based DTC smoothies, juices, and shots brand. Directly comparable product mix (smoothies, shots per source) and a similar premium, mission-positioned brand, but operates at materially larger scale and US-only distribution.
• Innocent (Coca-Cola Company): Market-leading smoothies, juices, and shots brand owned by Coca-Cola, with broad European retail distribution. Comparable product range to Rscued (juices, shots, smoothies per source) but a global incumbent without Rscued's rescue narrative.

Direct peers

• Brämhults Juice: Long-established Swedish fruit juice manufacturer with broad retail distribution across the Nordics. Comparable to Rscued in juice category, geographic market, and B2B food-service channel play.
• Råsaft: Swedish cold-pressed juice brand selling premium juices via retail and foodservice. Råsaft is explicitly named alongside Rscued in the Strawberry/Dafgård press-remnant upcycling partnership, making it the closest direct comparable on product, geography, and customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/rscued
• Facebookfacebook.com/Rescuedfruits
• Instagraminstagram.com/rscued/?hl=sv
• TikToktiktok.com/@rscued
• LinkedInlinkedin.com/company/rscued

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Rscued