La Muu AS
La Muu AS is an Estonian organic ice cream producer founded in 2012, manufacturing dairy and plant-based ice creams from locally-sourced organic ingredients and selling through 300+ Estonian retail points, seasonal Tallinn cafés, and exports to Finland.
- Company typePrivate
- Founded2012
- HeadquartersTallinn, Estonia
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What La Muu AS does
La Muu AS is an Estonian producer of organic dairy and plant-based ice cream founded in 2012 by Rasmus Rask and Priit Mikelsaar, headquartered in Tallinn's Telliskivi Creative City. The company manufactures a full ice cream portfolio spanning organic dairy classics (pistachio, caramel-sea salt, rum-raisin, condensed milk), lactose-free dairy variants (Madagascar vanilla, cappuccino, blueberry-cardamom), and a substantial plant-based range built on oat milk, rice powder, and field bean protein (chocolate, strawberry, mango-passion, sour cherry, rhubarb, brownie). Specialty SKUs include a single-serve wafer cone line, a 130ml wafer cone format, and the recently launched WUFF dog-friendly ice cream made from pumpkin and banana puree with Greek-style lactose-free yogurt. Core technology is artisanal batch production using traditional gelato methods and specialized wafer cone equipment, with organic ingredient sourcing from named Estonian farms (Lõunapiima for milk, Pajumäe for cream, Äntu Manor for eggs, Nordic Sugar for organic beet sugar). R&D is conducted in partnership with TFTAK on plant-based reduced-sugar formulations.
The business operates a multi-channel revenue model. Retails packs are sold across 300+ points in Estonia spanning all major chains (Selver, Rimi, Coop, Maxima, Prisma, Kaubamaja, Stockmann, Biomarket) and R-Kiosk convenience stores. The company runs seasonal ice cream cafés in Tallinn at Telliskivi Creative City and Baltic Station Market, with a previously seasonal Muhu location now paused. Finland is served via the Suomen Jäätelö brand through Prisma, K Citymarket, and K Supermarket, managed by a dedicated Finnish sales manager. La Muu also produces private label ice cream, notably the Ballzy ICE ICE BALLZY collaboration. The company is privately held, founder-led (CEO Rasmus Rask, CFO Krista Reimann), with 1-10 employees and no disclosed external institutional investment.
La Muu AS firmographics
Firmographics- Name
- La Muu AS
- Legal name
- La Muu AS
- Website
- https://lamuu.ee
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- La Muu AS is an Estonian organic ice cream producer founded in 2012, manufacturing dairy and plant-based ice creams from locally-sourced organic ingredients and selling through 300+ Estonian retail points, seasonal Tallinn cafés, and exports to Finland.
- Ownership category
- akta.pro rank
La Muu AS industry classification
Industry- Product category
- Artisan Ice Cream
- NAICS
- Ice Cream and Frozen Dessert Manufacturing (311520), Ice Cream and Frozen Dessert Manufacturing (31152), Dairy Product Manufacturing (3115)
- SIC
- Ice Cream & Frozen Desserts (2024), Dairy Products (2020), Retail-Eating & Drinking Places (5810), Food And Kindred Products (2000)
- akta.pro primary industry
- Ice Cream, Frozen Desserts & Novelties Manufacturing (AFAKAKAE)
- akta.pro secondary industries
- Ice Cream (Hard Pack) Manufacturing (AFAHAEAA), Plant-Based Frozen Desserts Processing (Non-Dairy Ice Cream, Gelato, Novelties) (AFAHAJAE), Ice Cream & Refrigerated Desserts (CRADACAE), Ice Cream & Gelato Shops (THAFAGAA)
Keywords
Where La Muu AS is headquartered
LocationHeadquarters
- HQ city
- Tallinn
- HQ country
- Estonia
- HQ region
- Europe
Offices4 records
Markets served
La Muu AS business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Retail Ice Cream Sales: La Muu generates revenue through sales of packaged ice cream products (500ml, 400g cups and 130ml wafer cones) through major Estonian retail chains including Selver, Rimi, Coop, Maxima, Prisma, Kaubamaja, Stockmann, and Biomarket. Products are also exported to Finland through Prisma, K Citymarket, and K Supermarket.
- Ice Cream Cafe Operations: Seasonal ice cream shop operations in Tallinn (Telliskivi Creative City and Baltic Station Market) and seasonal presence in Muhu island, selling ice cream directly to consumers.
- Private Label Production: Manufacturing private label ice cream products for other brands, such as the Ballzy ICE ICE BALLZY blue vanilla ice cream with spirulina.
- Catering and Wholesale Finland: Sales to Finnish retail chains and catering services through their Finnish contact Ene Väli, Sales Manager at [email protected].
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail ice cream cups (500ml/250g) |
| Unit Pricing | Pay-as-you-go | Premium gelato (400g organic) |
| Unit Pricing | Pay-as-you-go | Wafer cone single servings (130ml/80g) |
| Unit Pricing | Pay-as-you-go | WUFF dog-friendly ice cream (80g/120ml) |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels4 records
La Muu AS product offering
Product offeringCore offering
La Muu AS produces organic dairy and plant-based ice creams sold through Estonian retail chains (Selver, Rimi, Coop, Maxima, Prisma, Kaubamaja, Stockmann, Biomarket, R-Kiosk) with more than 300 sales points, exported to Finland via Prisma, K Citymarket, and K Supermarket, and served directly through seasonal ice cream cafés in Tallinn (Telliskivi Creative City, Baltic Station Market) and on Muhu island. The company also manufactures private label ice cream for other brands (e.g., Ballzy ICE ICE BALLZY) and runs a TFTAK-backed R&D program on reduced-sugar plant-based frozen desserts.
Product overview
La Muu AS is an Estonian organic ice cream company founded in 2012, producing a diverse portfolio of both dairy-based and plant-based ice cream products. Their core offerings include standard 500ml/250g cups (Brownie, Cappuccino, Cookies and Cream, Sour Cherry, Condensed Milk, Madagascar Vanilla, Mango-Passion, Blueberry-Cardamom, Rhubarb, Chocolate, Strawberry, Vanilla Cream), wafer cone servings (130ml/80g in various flavors), and 400g organic gelato packages (Rum-Raisin, Caramel-Sea Salt, Pistachio). They also offer specialty products including WUFF (dog-friendly ice cream for pets) and the Ballzy collaboration ice cream. The company operates two seasonal ice cream shops in Tallinn and Muhu island. All products use organic ingredients sourced from Estonian organic farms when possible, with a focus on lactose-free and plant-based options.
Differentiator
Problem solved
Functional benefit
Products and services
- Plant-Based Ice Cream Cups (500ml)
Quantifiable outcome
- Sold in 300+ retail locations across Estonia
- +1 more outcomes
Companies that use La Muu AS
Customer profileNamed customers12 records
Segments5 records
Ideal customer profiles5 records
La Muu AS technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
La Muu AS partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered minor and core.
- BallzyminorBallzy is a sneaker lifestyle brand for which La Muu produces private label ice cream. The ICE ICE BALLZY special edition vanilla ice cream with blue spirulina (100g) is available exclusively in Ballzy lifestyle stores. The collaboration uses spirulina as a natural blue colorant, aligning with Ballzy's brand identity.
- TFTAKcoreProduct development collaboration project in 2021 for developing plant-based ice cream technology with reduced sugar content. The project was a formal applied research project (616221790105) titled 'Technology Development and Stability Study of Plant-Based Reduced-Sugar Frozen Desserts.' The project aimed to develop innovative technologies for frozen plant-based and reduced-sugar desserts, study model product stability over time, and create technologies for berry additives and plant protein-based functional reduced-sugar desserts.
- PRIA (Põllumajanduse registrite ning informatsiooni amet)minorPRIA provided funding support through their support measure for micro and small enterprises in agricultural product processing investment. This funding helped La Muu invest in new production equipment for manufacturing wafer cone ice cream in 2020.
- Nordic SugarminorNordic Sugar supplies organic beet sugar to La Muu for ice cream production. La Muu explicitly mentions sourcing their organic beet sugar from nordicsugar.com.
- Lõunapiima Mahemeier (Mõniste)coreLõunapiima organic dairy in Mõniste vald, Võrumaa supplies organic whole milk (3.8-4.2% fat content) to La Muu. The milk arrives unpasteurized and is pasteurized during ice cream production.
- Pajumäe MahetalucorePajumäe organic farm in Mulgimaa (Mulgi region) supplies organic heavy whipping cream to La Muu.
- Äntu MõisminorÄntu Manor supplies free-range organic eggs to La Muu. The eggs are cracked, yolks separated and whisked, then added during pasteurization.
- Leo (Mahetalunik)minorOrganic farmer Leo from Tartu County supplies rhubarb to La Muu for their rhubarb ice cream. Leo delivers rhubarb in spring, which La Muu processes (cleans, peels, and cooks into jam) at their factory.
- Prisma (Finland)minorFinnish retail chain operated by SOK Group. La Muu products are sold through Prisma stores in Finland alongside other Finnish retailers.
- K Citymarket (Finland)minorFinnish retail chain. La Muu products are sold through K Citymarket stores in Finland.
- K Supermarket (Finland)minorFinnish retail chain. La Muu products are sold through K Supermarket stores in Finland.
Scale indicators3 records
Recent moves7 records
Expansion highlights6 records
La Muu AS competitors and assessment
Company assessmentEmerging players
- GROM: Italian premium gelato brand with own shops and retail distribution. Comparable as a craft gelato brand operating both cafes and packaged retail, similar to La Muu's hybrid model.
- Van Leeuwen Ice Cream: US-based premium artisan ice cream brand that has expanded into retail cups and novelties. Comparable as a craft/premium ice cream brand scaling from cafes into packaged retail with distinctive flavor innovation.
- Oatly: Swedish oat-based dairy alternative brand with growing ice cream and frozen dessert range. Comparable as a plant-based frozen dessert player using oat milk as a base — La Muu's core plant-based technology.
Direct peers
- Boo Gelato: Estonian artisanal gelato maker operating seasonal shops and retail distribution in Estonia. Closely comparable niche, geography and channel mix to La Muu.
- Ingman Ice Cream: Finnish premium ice cream brand (part of Unilever) distributed through K-group and S-group stores. Directly comparable because it competes in the same retail channels La Muu is entering in Finland.
Broad incumbents
- Alpro (Danone): European plant-based dairy-alternative brand owned by Danone, with a frozen dessert range. Comparable as a multinational plant-based frozen dessert competitor entering the same retail freezers as La Muu.
- Ben & Jerry's: Unilever-owned premium and 'indulgence' ice cream brand with strong ethical-sourcing narrative. Comparable as a large premium ice cream brand with a values-led positioning that overlaps La Muu's organic story.
- Valio: Leading Finnish dairy cooperative with branded ice cream (and lactose-free variants) sold across Finland and the Baltics. Comparable as a Nordic incumbent operating in the same freezer category and overlapping retail channels.
- Häagen-Dazs: Global premium ice cream brand owned by Froneri/Nestlé. Comparable as a premium-positioned ice cream competing for the same premium freezer real estate in Estonian and Nordic retail.
Others
- Nordic Sugar: Supplier of organic beet sugar to La Muu and other Nordic food manufacturers. Comparable as an ingredient partner in the same organic sourcing ecosystem, not a competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
La Muu AS social profiles
Digital presenceLa Muu AS financial estimates
Financial estimateRevenue estimate
Valuation estimate
La Muu AS leadership team
Management profileNumber of profiles
Profiles5 records
La Muu AS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
La Muu AS 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 La Muu AS
What does La Muu AS do?
La Muu AS produces organic dairy and plant-based ice creams sold through Estonian retail chains (Selver, Rimi, Coop, Maxima, Prisma, Kaubamaja, Stockmann, Biomarket, R-Kiosk) with more than 300 sales points, exported to Finland via Prisma, K Citymarket, and K Supermarket, and served directly through seasonal ice cream cafés in Tallinn (Telliskivi Creative City, Baltic Station Market) and on Muhu island. The company also manufactures private label ice cream for other brands (e.g., Ballzy ICE ICE BALLZY) and runs a TFTAK-backed R&D program on reduced-sugar plant-based frozen desserts.
Is La Muu AS a public or private company?
La Muu AS is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was La Muu AS founded?
La Muu AS was founded in 2012. It employs 1 to 10 people.
Where is La Muu AS based?
La Muu AS is headquartered in Tallinn, Estonia, in the Europe region.
How does La Muu AS make money?
Four revenue lines are on record. Retail Ice Cream Sales are the primary driver. The others are ice Cream Cafe Operations, private Label Production and catering and Wholesale Finland.
Who are La Muu AS's main competitors?
Emerging players on record are GROM, Van Leeuwen Ice Cream and Oatly. Direct peers are Boo Gelato and Ingman Ice Cream. Broad incumbents are Alpro (Danone), Ben & Jerry's, Valio and Häagen-Dazs. Nordic Sugar is listed as an others.
Does La Muu AS have an API?
No public API is recorded for La Muu AS.
What industry is La Muu AS in?
La Muu AS's product category is Artisan Ice Cream. Its primary akta.pro industry code is AFAKAKAE, Ice Cream, Frozen Desserts & Novelties Manufacturing, with a secondary code of AFAHAEAA, Ice Cream (Hard Pack) Manufacturing. Its NAICS code is 311520 and its SIC code is 2024.