Noahs, a Copenhagen-based food-tech company, is forging a new path in retail sectors, with supermarkets, travel hubs, and convenience stores evolving into contemporary food destinations. The company, established in 2020, recently procured €1.9 million to further digital revolution in these spaces. Their approach empowers retailers to enter the digital food economy with minimal initial investment. The innovation comes at a time when consumer habits rapidly gravitate towards tech-integrated convenience in food purchasing.
Over time, Noahs has distinguished itself in the digital retail landscape, combining food service with advanced technology in a market where much of the retail sector remains outdated. The company’s recent funding aims to cater to a shift noted in younger generations who prefer technology-assisted shopping experiences. Approximately half of all food consumed is away from home, creating an opportunity for Noahs amid this evolving retail environment.
Why is Now the Right Time for Digital Retail Food Solutions?
The transformation towards digital integration in retail environments stems from technological advancements, according to industry insights. Enhanced digital tools and artificial intelligence have now reached a maturity level enabling broad applicability in real-life settings, such as supermarkets and service stations. This shift is underscored by statements from Noahs’ leadership.
CEO Daniel Baven mentioned, “Traditional integrations were complex, slow, and expensive. What we’ve built is a unified system that lets retailers digitize and layer in food brands without a massive investment.”
What Drives Noahs’ Strategic Moves?
Noahs derives its strategic vision from its inception period in Thailand, where its founders initially experimented with concept kitchens and expanded rapidly. This early experience underscored the potential for technology-driven food services. The company’s emphasis today is on making these service solutions scalable, affordable, and suit existing retail operations without hefty costs or disruptions.
Baven shared, “Our 10-year thesis is that cooking at home will become rarer because it will be more expensive than ordering prepared food.”
Retailers using Noahs’ systems can offer high-quality meals akin to restaurants, reinforcing foot traffic during off-peak hours without overhauling existing food service infrastructure. This adaptability stands as a pillar of their business model, marrying food production and technology.
This momentum builds amid global trends showing an increasing demand for convenience foods. In contrast to past norms where retail food services were limited in scope and technology, Noahs facilitates a versatile solution that permeates international markets such as Ireland, Belgium, and Luxembourg.
The company is positioned for future advancements in global food retail landscapes, leveraging its adaptable model. One unique point of comparison from previous funding rounds includes a strategy focusing on API-driven systems, which significantly reduce deployment time.
Alongside its successful expansion in Europe, Noahs intends to extend its footprint into the UAE and the US, riding on backing from both strategic investors and angel financiers. Their comprehensive platform aims for large-scale market entry, supported by innovations in culinary technology, hardware, and digital operations.
The traction Noahs has gained reflects a broader movement in the food-tech industry, promoting light infrastructure and rapid scalability. This trend marks a shift from past emphasis on capital-heavy models to solutions that streamline digital and operational convergence, marking a pivotal pivot in the retail and food tech sectors.
