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Matsmart is a high-growth direct-to-consumer (D2C) e-commerce business mitigating global food waste.

Matsmart takes on Fast-Moving Consumer Goods (FMCG) surplus inventory, selling dry food and non-food products that are discarded due to e.g., packaging changes, seasonality, faulty production, or an approaching “best before” date with 20-90% discount to retail prices. The company is the unrivalled market leader within its sector and present in Sweden, Germany, Finland and Denmark.

Ownership: Minority

Investment rationale

With a backdrop of strong trends in the consumer sector such as conscience consuming, Matsmart addresses the increasing problem of food waste by offering a redistribution channel. The company has gained first mover advantage from strong supplier relationships with potential to become a pan European company. It’s unique and complex business model creates an entry barrier to new players in the market. Value is created from combination of solving overstock problem for suppliers while selling food at low cost to customers and reducing waste which in turn renders superior gross margin.

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