Uit De Keuken Van Maass

What Uit De Keuken Van Maass does

Uit De Keuken Van Maass is a privately held Dutch food production company headquartered in Amsterdam that manufactures daily-fresh vegetarian and vegan ready meals, soups, salads, and wraps for retail distribution. The company operates a single production kitchen at Tijnmuiden 25, Amsterdam, employing approximately 8 people, and produces its assortment using traditional cooking methods (pots and pans) with fresh, traceable ingredients supplied daily by local Dutch suppliers. Its core technology is intentionally low-tech: no artificial additives, powders, half-finished products, or frozen vegetables are used, yielding a 6-day (TGT) shelf life without preservatives; certain SKUs are also offered in frozen oven-ready format. The portfolio spans roughly 20+ SKUs across curries, grain bowls, comfort dishes (stamppot, lasagne, bolognese), legume-based meals, wraps, and soups, with vegetable content ranging from 64g to 302g per serving.

The business operates as a B2B fresh convenience-food supplier with a wholesale revenue model. Products are sold under the company's own brand to retail partners across the Netherlands — including national chain Jumbo, online grocers Picnic and Crisp, organic chain Ekoplaza, and specialty retailers Boon's Markt, MCD Supermarkt, Westhoff, and Het Lokaal — with orders routed through a proprietary B2B online ordering portal (uitdekeukenvanmaass.internetbestel.nl) and EDI integration, and product specifications stored in the PS in foodservice database. Pricing is wholesale, contract-based, and not publicly disclosed. The company also offers custom product development ("Maatwerk") for retailers seeking exclusive food concepts, representing a professional services revenue stream layered on top of standard wholesale. The firm is founder-owned (Jeroen Maass serves as chef-kok; Louise du Toit is the recipe developer), with no disclosed external investment, parent company, or institutional shareholders.

Name

Uit De Keuken Van Maass

Legal name

Uit De Keuken Van Maass

Website

https://uitdekeukenvanmaass.nl

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Uit De Keuken Van Maass is an Amsterdam-based, founder-owned Dutch food producer that daily-cooks fresh vegetarian and vegan ready meals, soups, salads, and wraps for wholesale distribution to Dutch retailers including Jumbo, Picnic, Crisp, and Ekoplaza.

Ownership category

akta.pro rank

Product category

Vegetarian and Vegan Ready Meals

NAICS

Perishable Prepared Food Manufacturing (311991), Food Manufacturing (311)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Frozen Entrées & Complete Meals (CRADADAA)

akta.pro secondary industry

Frozen prepared meals & entrées manufacturing (AFAKAHAA)

Keywords

• Vegetarian ready meals
• Vegan convenience food
• Fresh plant-based meals
• Daily-fresh soups
• Wholesale food production

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fresh Ready Meals and Convenience Food Sales: Sale of freshly prepared vegetarian and vegan ready meals, soups, salads, and wraps through retail partners. Products are sold under the company's own brand through supermarket chains and specialty food retailers throughout the Netherlands. Revenue is generated through wholesale distribution to retail partners who then sell to end consumers.
2. Custom Product Development (Maatwerk): Custom product development services for retailers and partners, including development of bespoke food concepts tailored to specific customer requirements. This represents a professional services revenue stream alongside standard product sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels10 records

Marketing channels3 records

Core offering

Uit De Keuken Van Maass manufactures and distributes daily-fresh, 100% vegetarian and vegan ready-made meals, soups, salads, and wraps. Products are produced in the company's Amsterdam kitchen using traditional cooking methods with fresh ingredients from local Dutch suppliers, distributed wholesale through Dutch supermarket chains and specialty retailers.

Product overview

Uit De Keuken Van Maass is a Dutch food company founded in 1998 (operational since 2001) that produces daily-fresh vegetarian and vegan ready-made meals, soups, salads, and wraps. The product portfolio consists of two main categories: (1) Frozen oven-ready meals including curries (Japanese style curry, Paneer tikka masala, Masala zoete aardappel quinoa, Indiase eiercurry), regional dishes (Rendang kokosrijst, Groentetajine couscous, Mediterrane groentetaart), comfort food (Aubergine bolognese, Stamppot rode biet zoete aardappel, Traditionele groentelasagne), grain bowls (Groentecurry kokos bowl, Spicy burrito bowl), and legume-based dishes (Masala kikkererwten spinazie, Veggie Korma, Kerala linzencurry, Masala spinazie paneer); and (2) Fresh soups (Geroosterde groentensoep trapanese, Rode linzen kokossoep, Tomatensoep, Broccoli-kokossoep). All products are 100% vegetarian or vegan, made with fresh ingredients without artificial additives, with a shelf life of 6 days due to fresh preparation without preservatives.

Differentiator

Problem solved

Functional benefit

Products and services

• Japanse style curry Japanese-style soft, spicy vegetarian curry with fresh vegetables, jasmine rice and radish pickle, containing 148g of vegetables per serving. Frozen oven-ready meal.
• Paneer tikka masala Mild, creamy vegetarian curry with paneer, a vegetarian variant of the traditional chicken tikka masala, containing 153g of vegetables per serving. Frozen oven-ready meal.
• Masala zoete aardappel quinoa Soft coconut curry of sweet potato with roasted paprika and red quinoa, containing 143g of vegetables per serving. Frozen oven-ready meal.
• Aubergine bolognese Flavorful vegetarian variant of the classic spaghetti bolognese, containing 176g of vegetables per serving. Frozen oven-ready meal.
• Indiase eiercurry Aromatic Indian mild egg curry, containing 76g of vegetables per serving. Frozen oven-ready meal.
• Stamppot rode biet zoete aardappel Traditional Dutch stamppot with red beet, sweet potato and feta, containing 224g of vegetables per serving. Frozen oven-ready meal.
• Masala spinazie paneer Vegetarian masala with spicy Indian potatoes enriched with wild spinach, containing 104g of vegetables per serving. Frozen oven-ready meal.
• Rendang kokosrijst Vegetarian rendang with haricot verts, basmati rice and lemongrass puree, containing 64g of vegetables per serving. Frozen oven-ready meal.
• Groentetajine couscous Fragrant Mediterranean meal with lots of vegetables and spicy couscous, containing 184g of vegetables and fruit per serving. Frozen oven-ready meal.
• Kerala linzencurry Curry of black lentils with whole grain basmati rice, roasted cauliflower and lemon chutney, containing 124g of vegetables per serving. Frozen oven-ready meal.
• Groentecurry kokos bowl Aromatic curry with lots of vegetables and sesame-chili rice noodles, containing 118g of vegetables per serving. Frozen oven-ready meal.
• Traditionele groentelasagne Vegetarian lasagne from the freezer with lots of vegetables, containing 188g of vegetables per serving. Frozen oven-ready meal.
• Masala kikkererwten spinazie Fresh spicy vegetarian masala with wild spinach, basmati rice, feta and roasted cherry tomatoes, containing 179g of vegetables per serving. Frozen oven-ready meal.
• Veggie Korma Spicy vegan Korma in Indian style. Frozen oven-ready meal.
• Spicy burrito bowl Vegan burrito bowl with beans, paprika, basmati rice and spicy corn salsa. Frozen oven-ready meal.
• Mediterrane groentetaart Layered pie from the freezer with aubergine, feta and full tomato sauce, containing 152g of vegetables per serving. Frozen oven-ready meal.
• Geroosterde groentensoep trapanese Sweet soup with roasted pumpkin, parsnip and winter carrot, enriched with traditional pesto trapanese of white almonds, containing 168g of vegetables per serving. Fresh daily soup.
• Rode linzen kokossoep Mild red lentil coconut soup, full of flavor, containing 86g of vegetables per serving. Fresh daily soup.
• Tomatensoep Classic well-filled tomato soup with fresh basil, containing 302g of vegetables per serving. Fresh daily soup.
• Broccoli-kokossoep Fresh soup with lots of broccoli, containing 163g of vegetables per serving. Fresh daily soup.
• Custom Product Development (Maatwerk) Custom product development services for retailers and partners, including development of bespoke vegetarian and vegan food concepts tailored to specific customer requirements, including exclusive assortment offerings.

Quantifiable outcome

• Products contain 64-302 grams of vegetables per serving depending on the specific meal
• +1 more outcomes

Named customers8 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Three partnerships are on record, tiered minor.

• Dutch Logistics PartnersminorChannel Partner/ Reseller/ DistributorCollaboration with reliable logistics partners who handle delivery of orders throughout the Netherlands. These partners ensure efficient distribution to retail locations.
• Local Dutch SuppliersminorStrategic or Co-development PartnerDaily delivery of fresh products from local Dutch suppliers who share the company's commitment to quality. Suppliers deliver fresh vegetables daily to the kitchen facility.
• Dutch Organic SupplierminorStrategic or Co-development PartnerSupply partnership for organic dry goods including rice, quinoa, couscous, and bulgur. This supplier provides organic ingredients to support the company's organic product positioning.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Picnic: Dutch online grocery delivery service that distributes Uit De Keuken Van Maass products; increasingly expanding into private-label fresh prepared meals, making it both a channel partner and emerging competitive threat.
• Marley Spoon: Meal kit delivery service with roots in Europe including the Netherlands; competes for the same convenience-driven vegetarian/vegan dinner occasions as Uit De Keuken Van Maass.
• Crisp: Dutch online grocery retailer specializing in fresh, premium, and specialty products; one of Uit De Keuken Van Maass's retail channels but also a meal provider in its own right, blurring the retailer/competitor line.
• HelloFresh: Dutch-founded meal kit and ready-meal delivery company with operations across Europe; an adjacent competitor in the prepared vegetarian/vegan dinner occasion for Dutch consumers.

Direct peers

• Vivera: Dutch plant-based meat and meal brand producing vegetarian/vegan ready-meal substitutes; directly competes with Uit De Keuken Van Maass in the Dutch retail plant-based convenience category.
• HAK: Dutch producer of vegetable-based meals, soups, and convenience products sold through major Dutch supermarkets; closest direct competitor in the vegetable-led ready-meal and soup category.
• De Vegetarische Slager: Dutch plant-based brand specializing in vegetarian meat and ready-meal substitutes for retail; shares the same vegetarian positioning and Dutch supermarket shelf space as Uit De Keuken Van Maass.

Broad incumbents

• Bonduelle: Large European producer of prepared vegetable-based meals and frozen/convenience foods; competes in the frozen vegetarian entrée category where Uit De Keuken Van Maass has its oven-ready line.
• Garden Gourmet (Nestlé): Nestlé's plant-based brand offering vegetarian ready meals across European retailers; a much larger, well-capitalized incumbent competing for the same Dutch plant-based shelf space.
• Albert Heijn (private label ready meals): Largest Dutch supermarket's own-brand plant-based ready meals, which compete directly for shelf space and consumer spend within the same retail accounts Uit De Keuken Van Maass serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Uit-de-keuken-van-Maass-151898101542802
• Instagraminstagram.com/uitdekeukenvanmaass
• LinkedInlinkedin.com/company/maass-keuken

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 Uit De Keuken Van Maass