Urban Deli
- Company typePrivate
- Founded2009
- HeadquartersStockholm, Sweden
- Headcount—
- GTM typeB2C
- OfferingServices
Urban Deli firmographics
Firmographics- Name
- Urban Deli
- Legal name
- Urban Deli
- Website
- https://urbandeli.se
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Ownership category
- akta.pro rank
Urban Deli industry classification
Industry- Product category
- Food Retail and Hospitality Services
- NAICS
- Restaurants and Other Eating Places (72251)
- SIC
- Retail-Grocery Stores (5411), Retail-Food Stores (5400), Retail-Eating Places (5812)
- akta.pro primary industry
- Supermarket Operators with In-Store Foodservice/Prepared Foods Focus (CRAHAAAJ)
- akta.pro secondary industry
- Delis & Sandwich Specialty Stores (CRAHAGAF)
Keywords
Where Urban Deli is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Urban Deli business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Others
Distribution channels1 record
Marketing channels1 record
Urban Deli product offering
Product offeringCore offering
Urban Deli operates restaurants, delis, food markets, catering services, an online food shop, a rooftop bar, and a hotel in Stockholm. The company functions as a multi-concept hospitality and food retail business, also serving as the first retail partner for innovative sustainable food products such as mycoprotein-fed eggs and rainbow trout.
Product overview
Urban Deli is a Swedish grocery retailer in Stockholm offering innovative sustainable food products. The company has positioned itself at the forefront of circular food innovation by becoming the first retailer to carry groundbreaking mycoprotein-based products: eggs from hens fed mycoprotein feed (launched March 2026) and rainbow trout from aquaculture raised on mycoprotein feed (launched December 2025). These products are part of multi-stakeholder initiatives led by Axfoundation and the Swedish University of Agricultural Sciences (SLU) involving over 25 partners across the food value chain, aiming to reduce dependence on imported soy and wild-caught fishmeal.
Differentiator
Problem solved
Functional benefit
Products and services
- Mycoprotein-Fed Eggs (Futureeggs) Eggs from hens fed mycoprotein-based feed instead of soy, developed through a collaboration between Axfoundation, SLU, Svenska Foder, and Seaqure Labs. Sold at Urban Deli retail locations in Stockholm to consumers interested in sustainable food.
- Mycoprotein-Fed Rainbow Trout Farmed rainbow trout from Älvdalslax raised on circular feed made from mycoprotein derived from food industry side streams. Sold at Urban Deli as the world's first commercially available fish product from mycoprotein-fed aquaculture to consumers seeking sustainable seafood.
Quantifiable outcome
- Eggs from soy-free mycoprotein-fed hens passed sensory evaluations by professional chefs before entering limited retail availability
- +1 more outcomes
Companies that use Urban Deli
Customer profileSegments1 record
Ideal customer profiles1 record
Urban Deli technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Urban Deli partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- AxfoundationcoreAxfoundation is a Swedish nonprofit leading the circular feed initiative. Urban Deli serves as a retail partner, offering limited availability of mycoprotein-fed eggs and fish products as part of this broader circular food economy effort involving over 25 partners across the food value chain.
- Swedish University of Agricultural Sciences (SLU)coreSLU collaborated on research testing soy-free hen feed using mycoprotein from food industry side streams, with the goal of reducing approximately 80% climate impact that feed represents in Swedish egg production. Urban Deli provides retail distribution for resulting products.
- Svenska FodercoreSwedish feed company that developed and produced the soy-free hen feed using mycoprotein. Urban Deli offers the resulting eggs through its retail locations.
- Seaqure LabscoreBiotechnology company producing mycoprotein from food industry side streams used in the soy-free feed developed by Svenska Foder. The mycoprotein enables circular feed solutions that reduce dependence on imported soy and wild-caught fishmeal.
Recent moves4 records
Expansion highlights4 records
Urban Deli competitors and assessment
Company assessmentBroad incumbents
- ICA Sverige: ICA is Sweden's dominant supermarket chain with national grocery retail presence and in-store foodservice. Comparable to Urban Deli's food market/grocery arm but at vastly larger scale and without Urban Deli's curated sustainable positioning.
- Coop Sverige: Coop is a major Swedish cooperative grocery retailer with broad foodservice-adjacent offerings. Comparable to Urban Deli's grocery and prepared foods retail business but operating at national scale across Sweden.
- Whole Foods Market: Whole Foods Market is a global premium grocer integrating grocery retail, prepared foods, deli counters, and in-store dining. Comparable to Urban Deli's curated, sustainability-positioned food market + deli + restaurant hybrid, but operating at global scale.
- Willys: Willys is Sweden's leading discount grocery chain with substantial prepared foods and deli offerings. Comparable to Urban Deli on price-competitive Stockholm grocery and deli retail, though lacking the premium sustainability positioning.
- Hemköp: Hemköp is a Swedish supermarket chain with prepared foods and deli counters. Comparable to Urban Deli's food market and in-store deli operations but operating at broader national grocery scale.
Direct peers
- Frantzén Group: Frantzén is a Stockholm-based fine dining and hospitality operator with a hotel and restaurants. Comparable to Urban Deli's combined restaurant + hotel format in Stockholm's premium hospitality segment.
- Stureplansgruppen: Stureplansgruppen is one of Sweden's largest restaurant and nightlife operators, running multiple venues across Stockholm. Comparable to Urban Deli's restaurant and rooftop bar operations and competing in the same premium Stockholm hospitality market.
- Mathem: Mathem is a Swedish online grocery and home delivery operator. Comparable to Urban Deli's online food shop channel and competing for the same Stockholm consumer grocery wallet.
- Paradiset: Paradiset is a Swedish organic and sustainably positioned grocery retailer. Closely comparable to Urban Deli on the sustainable food retail axis, competing for the same eco-conscious Stockholm consumer.
- Eataly: Eataly operates a globally recognized hybrid food market, deli counter, restaurant, and retail concept under one roof — the closest international analog to Urban Deli's multi-vertical deli/restaurant/market/catering model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks5 records
Key highlights6 records
Customer concentration
Urban Deli financial estimates
Financial estimateRevenue estimate
Valuation estimate
Urban Deli leadership team
Management profileNumber of profiles
Urban Deli funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Urban Deli M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Urban Deli
What does Urban Deli do?
Urban Deli operates restaurants, delis, food markets, catering services, an online food shop, a rooftop bar, and a hotel in Stockholm. The company functions as a multi-concept hospitality and food retail business, also serving as the first retail partner for innovative sustainable food products such as mycoprotein-fed eggs and rainbow trout.
Is Urban Deli a public or private company?
Urban Deli is a private company. It is classified as unknown and is currently operating.
When was Urban Deli founded?
Urban Deli was founded in 2009.
Where is Urban Deli based?
Urban Deli is headquartered in Stockholm, Sweden, in the Europe region.
Who are Urban Deli's main competitors?
Broad incumbents on record are ICA Sverige, Coop Sverige, Whole Foods Market, Willys and Hemköp. Direct peers are Frantzén Group, Stureplansgruppen, Mathem, Paradiset and Eataly.
Does Urban Deli have an API?
No public API is recorded for Urban Deli.
What industry is Urban Deli in?
Urban Deli's product category is Food Retail and Hospitality Services. Its primary akta.pro industry code is CRAHAAAJ, Supermarket Operators with In-Store Foodservice/Prepared Foods Focus, with a secondary code of CRAHAGAF, Delis & Sandwich Specialty Stores. Its NAICS code is 72251 and its SIC code is 5411.