News - 20.09.2016

Linas Matkasse becomes the majority owner of Danish

Linas Matkasse has become the majority owner of, a fast growing and profitable online dinner bag operator in Denmark.

Great growth ambitions has been growing steadily over the last years, but over the last year the company has been growing at an impressive 70%. To enable further growth, the Founder of has decided to partner with Linas Matkasse, which will contribute with resources and experience in how to successfully scale up an online dinner bag offering.

“We are delighted to be able to boost our growth for the coming years, and to be part of a successful group that still has its entrepreneurial spirit intact. We are of course also expecting great synergies as a result of the newly established partnership, says Klaus Toft Nørgaard, Founder and CEO of”

About and the Danish market for pre-packed dinner bags was among the first to launch pre-packed dinner bags in Denmark in 2006, and today the pre-packed dinner bags have gained a strong foothold in Danish homes.

The Danish E-commerce Association estimates that online grocery shopping reached more than DKK 4 billion in 2015, including subscription services such as pre-packed dinner bags that accounted for more than 20 percent. delivers more than 30,000 meals per week, which makes the company the second largest supplier of pre-packed dinner bags in Denmark. A dinner bag contains ingredients for a defined number of dishes and portions and is delivered to the customer’s doorstep., however, has a more flexible solution than competitors where customers can choose dishes from a menu and tailor the number of meals and portions.

About Linas Matkasse

Linas Matkasse was started in Sweden in 2008 by the siblings Lina Gebäck and Niklas Aronsson, who are still active in the company. Today, the company is present in Sweden, Norway, the Netherlands, Finland and now also in Denmark through . Linas Matkasse delivers more than 800,000 servings per week. Since inception, Linas Matkasse has had a stable and profitable growth and the annual turnover of the Group is now over SEK1 billion.

“When two growing online dinner bag operators teams up, both with healthy financial positions and a loyal customer base, the prospects are positive. Together we will be able to take great steps forward in Denmark and we are proud to call ourselves the leading online grocery player in Scandinavia, says Niklas Aronsson, Founder and CEO of Linas Matkasse.