Maitseained OÜ

What Maitseained OÜ does

Maitseained OÜ is a privately held Estonian e-commerce retailer that sells spices, herbs, seasonings, salts, seeds, nuts, dried fruits, teas, and food additives to individual home-cook consumers. Founded commercially in 2012 by founders who had been exploring the spice trade since approximately 2000, the company is headquartered at Haigla 2a, 74116 Maardu, Estonia, and operates the consumer-facing domains maitseained.ee and spices.ee alongside a separate wholesale channel at alphakaubandus.ee for B2B buyers.

The platform is built on PrestaShop, a standard open-source e-commerce framework, and supports eight languages (English, Estonian, Russian, Finnish, Lithuanian, Latvian, German, Swedish) and three currencies (EUR, RUB, SEK). The catalog spans more than 145 SKUs across 40+ product categories, including individual spices (paprika, cinnamon, cardamom, saffron, star anise, turmeric), herb blends, spice mixes, multiple salt variants (rock salt, vacuum salt, nitrite salt, sea salt), seeds (pumpkin, sesame, mustard, cumin), dried vegetables, dried fruits, nuts, tea, gelatines, and food additives such as glutamate (E621), sumac, and baking powder. Unit pricing ranges from approximately €1.50 for basics such as rock salt or pumpkin seeds to around €6.00 for items such as ground cardamom.

The business model is primarily transactional, unit-priced retail e-commerce, with domestic delivery provided via Itella Smartpost parcel terminals (free on orders over €30) and courier, plus international shipping available on inquiry. Payments are processed through Maksekeskus AS bank-link rails. The company serves two segments: individual consumers as the primary base and wholesale/B2B buyers through its separate wholesale site. No investors, funding rounds, headcount, management team, revenue figures, or material corporate transactions are disclosed in the available data.

Name

Maitseained OÜ

Legal name

Maitseained OÜ

Website

https://maitseained.ee

Company type

Private

Founded year

2012

Operating status

Operating

Short description

Maitseained OÜ is an Estonian e-commerce retailer selling spices, herbs, seasonings, salts, seeds, nuts, dried fruits, teas, and food additives to individual home cooks across 8 European languages, with a separate wholesale arm for B2B buyers.

Ownership category

akta.pro rank

Product category

Spice and Seasoning Retail

SIC

Wholesale-Miscellaneous Nondurable Goods (5190)

akta.pro primary industry

Ingredients, Spices & Culinary Supplies Distribution (CRAOABAK)

akta.pro secondary industry

Bar & Beverage Service Supplies Wholesale (AFAIALAG)

Keywords

• Spice retail
• Dried herbs
• Seasoning blends
• Cooking ingredients
• Food additives

Headquarters

HQ city

Maardu

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail E-commerce Sales: Direct-to-consumer online sales of spices, seasonings, herbs, and food ingredients through their e-commerce platform. Unit-based pricing model with per-product sales.
2. Wholesale B2B Sales: Wholesale spice and seasoning sales through affiliated website alphakaubandus.ee for bulk commercial customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Maitseained OÜ sells spices, herbs, seasonings, salts, seeds, dried fruits, nuts, tea, gelatines, dried vegetables, and food additives through an online retail platform (maitseained.ee). The catalog spans 145+ SKUs across 40+ categories, ranging from basic commodity items such as rock salt and vacuum salt to premium products including saffron and cardamom. A wholesale channel at alphakaubandus.ee serves bulk commercial buyers.

Product overview

Maitseained OÜ operates a multi-category e-commerce platform (maitseained.ee / spices.ee) selling spices, herbs, seasonings, and food ingredients. The product portfolio centers on bulk and retail food ingredients including individual spices (paprika, pepper, cinnamon, cardamom, turmeric, saffron), herb blends, spice mixes, various salt products (rock salt, vacuum salt, sea salt, nitrite salt), seeds (pumpkin, sesame, mustard, cumin), dried fruits, nuts, tea, gelatin, and food additives. The company also offers related wholesale services through its partner site alphakaubandus.ee. Built on PrestaShop e-commerce platform, the store supports multiple currencies (EUR, RUB, SEK) and languages.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Spices

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

Partnerships

One partnership is on record.

• Itella Estonia OÜcoreChannel Partner/ Reseller/ DistributorDelivery services provider. Itella Smartpost is used for delivering products to parcel terminals and via courier within Estonia. Located at Loomäe tee 13, 75306, Lehmja küla, Rae vald.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Verstegen Spices & Sauces: Dutch family-owned spice company serving both retail and foodservice channels across Europe. Comparable as a wholesale-aligned broad-line spice incumbent with overlapping B2B and retail distribution.
• McCormick & Company: World's largest spice manufacturer and brand owner (including Schwartz in Europe). Comparable as the global incumbent whose broad portfolio competes with specialist spice retailers on assortment and pricing.
• iHerb: Large US-based online retailer of natural products including spices, herbs, dried fruits, nuts, and teas globally. Comparable as a broad-assortment online DTC competitor in the same product categories.
• Santa Maria: Finnish-owned (Paulig) broad-line spice and seasoning brand dominant across the Nordics and Baltics, including Estonia. Comparable as the incumbent specialty spice competitor in Maitseained's home market with overlapping product categories.

Direct peers

• Steenbergs Organic: UK-based online retailer specializing in organic spices, herbs, and baking ingredients via a PrestaShop-style e-commerce storefront. Comparable in product breadth, premium-quality positioning, and pure-play online model.
• Burlap & Barrel: US-based direct-to-consumer specialty spice retailer sourcing single-origin spices from small farms. Highly comparable in DTC e-commerce model, curated catalog, and educational content marketing.
• Gewürzhaus: German specialty spice retailer operating brick-and-mortar stores plus e-commerce for spices, herbs, and tea. Comparable in premium spice assortment and European specialty food retail positioning.
• The Spice House: US specialty spice retailer offering hundreds of spices, blends, and recipe-focused assortments online. Comparable in catalog breadth and DTC spice e-commerce model.
• Season with Spice: Online specialty spice retailer selling individual spices, blends, and herbs directly to consumers. Comparable in product-led DTC model, broad SKU range, and recipe-driven content approach.

Regional players

• Herbie's Spices: Australian specialty spice retailer with a curated online store. Comparable in DTC spice e-commerce model but serves a different geography (Oceania).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/maitseained

Revenue estimate

Valuation estimate

Number of profiles

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 Maitseained OÜ