Spoony

What Spoony does

Spoony, operated by the Dutch private limited company Madaga B.V. (registered as founded in 2017, with firmographic records indicating 2009), is a Netherlands-based B2B food and foodtainment company headquartered in Amstelveen with a 30-person team. It delivers fresh, warm "kidsproof" meals to childcare centers (kinderdagverblijf / KDV and buitenschoolse opvang / BSO) across the Netherlands, produced using pasteurization and hot-filling preservation techniques under FSSC 22000 and HACCP-compliant processes, with SKAL organic certification for its baby meal range. The company surrounds its meal program with the proprietary "Spoony methode," an educational framework that includes the Smaaksafari two-week vegetable-themed kits, the Smikkelrestaurant play concept, and the Moestuinvriendjes character ecosystem (Liv Lieveheersbeestje, Siem Slak, Do Duizendpoot, Sammie Spin, Ellie Egel, Mollie Mol), turning mealtimes into multi-sensory taste-development experiences for children aged 4 months to 12 years.

The business operates three revenue streams: weekly recurring B2B meal subscriptions to childcare centers priced per portion with a €100 minimum order value per delivery and a 9-day advance ordering deadline; direct-to-consumer webshop sales to parents via webshop.spoony.nl (Magento); and educational programs including the Nationale Gezonde Smikkelweken primary school initiative and the Smikkelen van eetbaar groen co-created program, which is supported by regional and foundation funding. Pricing is weekly and per portion, billed automatically, and the technology stack is conventional operational SaaS: Mailchimp for segmented newsletters, Exact for invoicing, Magento for webshop transactions, and Google Analytics for web analytics.

Distribution is single-country (Netherlands) via direct refrigerated delivery. The company has no disclosed venture or private-equity funding, no M&A activity, and no disclosed revenue, while its non-profit arm Stichting Spoony enables partnerships with IVN Natuureducatie, Jong Leren Eten, Louis Bolk Instituut, Smaaklessen, Stichting Goeie Grutten, and Regio Deal Noordoost-Brabant. Notable customers include Partou Princenhoeve, Partou De Boefjes, Tinteltuin, Quinzokids, Natuur-Luck, Humankind Bumme, Keiki Holo Holo, Koningskinderen, and Twinkel. The company has received the Future Award 2024 and the Gezonde Innovatie Award, and was visited by State Secretary Karremans in 2025.

Name

Spoony

Legal name

Madaga B.V.

Website

https://spoony.nl

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Spoony (Madaga B.V.) is a Netherlands-based B2B food and foodtainment company that delivers fresh, warm "kidsproof" meals and play-based taste-development programs to Dutch childcare centers (KDV/BSO), parents via webshop, and primary schools via the Gezonde Smikkelweken curriculum.

Ownership category

akta.pro rank

Product category

Childcare Meal Services

NAICS

Food Service Contractors (72231), Special Food Services (7223)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Kids’ & baby/toddler prepared meals manufacturing (AFAKAHAL)

akta.pro secondary industries

Child Nutrition & Meal Programs (CACFP/Snack Programs) (EDACAMAA), Menu Planning, Nutrition & Dietary Accommodation Services (Allergens, Special Diets) (EDAEAEAD), Food Allergy Management & Special Diet Support (EDACAMAG), School Feeding & Child Nutrition Programs (BPADAJAD)

Keywords

• Childcare meal delivery
• Kidsproof meals
• Taste education programs
• Organic baby food
• Vegetable education

Headquarters

HQ city

Amstelveen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Meal Delivery Subscription: Weekly recurring delivery of fresh, warm meals to childcare centers. Billed weekly based on number of portions ordered. Minimum order value of €100 per delivery.
2. Webshop Sales: Direct-to-consumer sales of meal products for home use through webshop.spoony.nl

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Spoony produces and delivers fresh, warm "kidsproof" meals — scientifically developed for children from 4 months to 12 years — to Dutch childcare centers (kinderdagverblijf and BSO) and, via a webshop, to parents at home. Each meal is age-appropriate, low in salt, includes at least 50g of vegetables, and (for babies under 12 months) is SKAL-certified organic. Around the meals, Spoony offers an integrated foodtainment layer: the Spoony Methode, Smaaksafari program, Smikkelrestaurant play experience, Groentepretpakketten, Spellenpretpakket, and the Nationale Gezonde Smikkelweken primary-school program.

Product overview

Spoony is a food and foodtainment company that provides a comprehensive ecosystem of products and services centered on helping children learn to enjoy healthy eating. The core offering consists of 100% kidsproof warm meals delivered to childcare centers (kinderdagverblijf, bso, and home), developed to meet baby and toddler food standards with age-appropriate textures, low salt, and at least 50g vegetables per portion. The meal program is complemented by the Spoony methode — an educational approach based on the Smaaksafari (taste safari) concept, where themed materials (Smikkelkaarten, Smikkelheld diploma, Do Duizendpoot story) transform mealtimes into play-based taste adventures. The portfolio extends beyond meals to include Groentepretpakketten and Spellenpretpakket (activity packages), Moestuinvriendjes picture books and bingo, kitchen recipes, and Hapklare kennis knowledge programs for pedagogical professionals. A whitepaper and blog section provide scientific-backed content for parents and professionals. For primary schools, Spoony offers the Nationale Gezonde Smikkelweken and the Smikkelen van eetbaar groen co-created program. The free trial box serves as the primary customer acquisition product, introducing childcare centers to four warm meals and the full Smikkelrestaurant experience.

Differentiator

Problem solved

Functional benefit

Brands

• Stichting Spoony: Non-profit foundation associated with Spoony, co-initiator of the Gezonde Smikkelweken program and Smikkelen van eetbaar groen initiative.
• Gezonde Smikkelweken
• Spoony methode
• Smaaksafari
• Smikkelrestaurant

Products and services

• Kidsproof maaltijden Freshly cooked warm meals for young children (from 4 months to 12 years) delivered to childcare centers (KDV/BSO). Age-appropriate, texture-matched, low-salt meals with at least 50g of vegetables per portion; SKAL-certified organic for babies under 12 months.
• Kidsproof maaltijden voor thuis Kidsproof meals for parents to order for home use, bringing the same age-appropriate, low-salt meals to the household via the webshop.
• Gratis proefbox (free trial box) Free trial box for childcare centers with four warm kidsproof meals and the Smikkelrestaurant play elements (Smikkelkaarten cards, Smikkelheld diploma, Do Duizendpoot story). No obligation; introduces childcare organizations to the Spoony approach.
• Smaaksafari (taste safari program) Two-week themed food-education program for childcare and BSO where everything centers on one specific vegetable. Children receive a Smaaksafari box with educational materials, recipes, promotional items and games to learn how a vegetable grows and how it tastes, featuring the Moestuinvriendjes characters.
• De Nationale Gezonde Smikkelweken National vegetable-inspiration program for primary schools (groups 4-7) in which children learn about, discover, taste and prepare vegetables over a three-week period. Delivered with a do-it-yourself package for teachers; independently researched by the Louis Bolk Institute (91% teacher feasibility, 81% curriculum integration).
• Groentepretpakketten (Groentepret packages) Vegetable-themed activity packages designed to make vegetables fun and educational for use at home, KDV or BSO.
• Spellenpretpakket Games and fun activity package designed to make healthy-eating learning a child's play activity.
• Smikkelen van eetbaar groen School-based food and vegetable-garden education program developed with IVN Natuureducatie and Jong Leren Eten, targeting primary schools in Noordoost-Brabant, with co-creation sessions involving approximately 30 professionals.

Quantifiable outcome

• 91% of participating teachers found the Gezonde Smikkelweken program executable
• +2 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• IVN NatuureducatiecoreStrategic or Co-development Partner · 30 May 2024Joint initiative 'Smikkelen van eetbaar groen' (Snacking from Edible Greens) bringing together food education and garden education programs for primary schools in Northeast Brabant region. Co-creation sessions with ~30 professionals to align programs.
• Jong Leren EtencoreStrategic or Co-development Partner · 30 May 2024Partnership enabling independent research at Louis Bolk Institute for Gezonde Smikkelweken program evaluation. Co-developer of school-based healthy eating education programs.
• Stichting SpoonycoreStrategic or Co-development Partner · 30 May 2024Non-profit foundation collaborating on Gezonde Smikkelweken program rollout to primary schools. Enables funding and research partnerships.
• Louis Bolk InstituutcoreStrategic or Co-development Partner · 4 July 2023Independent research institute conducting scientific evaluation of Gezonde Smikkelweken program. Research confirmed 91% teacher satisfaction and 81% curriculum integration rates.
• SmaaklessenminorStrategic or Co-development Partner · 1 January 2023Collaboration to add depth to Gezonde Smikkelweken lesson materials. Teachers using Smaaklessen program found it an enrichment.

Scale indicators4 records

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• Marley Spoon: Global meal-kit operator with strong European presence including the Netherlands; broad incumbent whose family/kids offerings compete for the same household food budget.
• HelloFresh: Largest global meal-kit company with broad household reach; a broad incumbent that could move down-market into kids'/family-friendly meals, representing indirect competitive pressure.

Emerging players

• Eat Purely: Smaller-scale fresh, organic kids' meal provider; comparable emerging player in the organic/fresh kids' meal niche with overlapping pediatric nutrition positioning.
• Once Upon a Farm: Organic, cold-pressed baby food and kids' snack brand; comparable as a content-led, organic-certification-driven brand in the kids' nutrition category with similar regulatory moat.

Direct peers

• Yumi: US subscription service delivering freshly prepared, organic baby and toddler meals with science-backed nutrition; overlaps Spoony's kidsproof, dietitian-led, fresh-meal subscription model.
• Little Spoon: US-based fresh, organic baby and kids meal delivery subscription service with pediatrician-developed menus; comparable business model and target demographic (children 4 months+ in care settings and at home).
• Nurture Life: Fresh, organic, dietitian-designed meals delivered for babies, toddlers, and kids; closely aligned on subscription-based, fresh-prep, pediatric-dietitian-driven meal delivery.
• Bio Kinderkeuken: Dutch organic prepared-meal provider for children, serving childcare centers and parents; overlaps Spoony's organic/biological meal positioning and Dutch B2B childcare channel.
• Yumbles: European fresh meal delivery service for children; comparable as a direct competitor in subscription-based healthy kids' meal delivery to households, with similar fresh-prep and educational positioning.

Regional players

• Albert Heijn (AH) Kinderkeuken: Largest Dutch supermarket's prepared kids' meal line; competes in the at-home convenience kids' meal segment and could extend into B2B childcare delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/spoony_nl
• YouTubeyoutube.com/channel/UCpBczrLF2lZu-8qLcKJUTKA
• Facebookfacebook.com/spoony
• LinkedInlinkedin.com/company/spoony-nl
• Instagraminstagram.com/spoony.nl

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Spoony