Noahs Secures $2M to Digitize Retail Food Across Europe and Beyond
November 28, 2025, 3:35 pm
Noahs secured $2M to expand its digitized food platform. The company aims to transform retail locations into modern food destinations. Expansion plans include Ireland, Belgium, Luxembourg, the UAE, and the US. Noahs targets 600 locations by 2026.
Copenhagen-based Noahs, a food tech startup, just secured €1.9 million (approximately $2 million USD). The funding will fuel expansion into new markets. The company's goal is to digitize food retail.
Noahs transforms service stations, convenience stores, supermarkets, and travel hubs. It converts them into modern food destinations. This funding round values Noahs at €6.5 million pre-money.
PSV Tech led the investment. Angel investors Kraen Nielsen and Bob Stein also participated. Existing shareholders, including Torben Frigaard Rasmussen, joined the round.
Many retail locations remain analog. Consumer behavior is changing. People want convenience and tech-enabled solutions. A large portion of food consumption occurs away from home. Millennials and Gen Z prefer zero-human interaction.
Daniel Baven, CEO and co-founder of Noahs, stated that current tech wasn't sufficient. Existing integrations were complex and expensive. Noahs provides a unified system. Retailers can digitize and add food brands without a large investment.
Helle Uth, co-founder and Partner at PSV Tech, believes AI and automation are mature enough. This creates the perfect opportunity for change. The industry can no longer afford to stay analog.
Noahs provides a comprehensive platform. It consists of three layers:
1.Technology Stack:
Noahs Secures $2M to Digitize Retail Food Across Europe and Beyond
Copenhagen-based Noahs, a food tech startup, just secured €1.9 million (approximately $2 million USD). The funding will fuel expansion into new markets. The company's goal is to digitize food retail.
Noahs transforms service stations, convenience stores, supermarkets, and travel hubs. It converts them into modern food destinations. This funding round values Noahs at €6.5 million pre-money.
PSV Tech led the investment. Angel investors Kraen Nielsen and Bob Stein also participated. Existing shareholders, including Torben Frigaard Rasmussen, joined the round.
The Problem Noahs Solves
Many retail locations remain analog. Consumer behavior is changing. People want convenience and tech-enabled solutions. A large portion of food consumption occurs away from home. Millennials and Gen Z prefer zero-human interaction.
Daniel Baven, CEO and co-founder of Noahs, stated that current tech wasn't sufficient. Existing integrations were complex and expensive. Noahs provides a unified system. Retailers can digitize and add food brands without a large investment.
Helle Uth, co-founder and Partner at PSV Tech, believes AI and automation are mature enough. This creates the perfect opportunity for change. The industry can no longer afford to stay analog.
Noahs' Solution: A Three-Layer System
Noahs provides a comprehensive platform. It consists of three layers:
1.
Technology Stack: This includes a plug-and-play omnichannel system. Kiosks, app ordering, QR codes, and aggregators feed into a decentralized, cloud-based POS. Retailers can digitize with just Wi-Fi. The system unifies all digital revenue. Stores can run their own products, additional digital storefronts, and multiple food brands.
2. Streamable Food Brands: Noahs offers simple, high-quality food brands. These include bowls, tacos, sandwiches, and chicken concepts. Retailers use existing equipment to produce them. These items compete with restaurants. Convenience stores can offer restaurant-quality meals. This occurs during slow hours. There is almost no CapEx or extra labor involved.
3. Modular Kitchen Infrastructure: Noahs enables a physical integration of the digital brands into the existing retailer's spaces.
The Future of Food Retail
Baven predicts retailers will move into hospitality. Food has higher margins and larger basket sizes. Cooking at home will become less common. It will be more expensive than ordering prepared food. Retailers have locations, scale, and pricing power. They can outcompete many restaurants. Noahs helps them build that future.
The concept has roots in the ghost kitchen model. Noahs rebuilt it for retail. It's designed for walk-ins, service stations, and supermarkets. These are physical spaces with existing footfall.
Noahs is brand-agnostic. It enables famous brands, local restaurant IP, and its own streamable brands. All can run inside the same retail location.
Investor Confidence
Noahs' plug-and-play solution gained traction. The company experienced 200% revenue growth over three years. It onboards major international clients and partners. These include MAXOL, Q8, DSC, and MENY. It has over 88 service-station locations live in Denmark. A broader EU rollout is underway.
PSV Tech invests in Nordic founders. They support startups from early validation to scalable growth. Food-tech funding has shifted. Companies combining operational knowledge with strong technology are attracting investors.
Noahs' platform is light, cloud-based, and API-driven. There is no heavy hardware rollout. Implementation downtime is minimal. Stores can go live in days. This enables fast scaling without large investments.
Uth believes retail is changing fast. Winners will simplify operations. Noahs builds that kind of solution.
Expansion Plans
Noahs is expanding into Ireland, Belgium, and Luxembourg. It expects 600 locations across Northern Europe by 2026. The startup is running pilot projects in many countries. Funding will build the international rollout team. It will also strengthen the product.
Noahs is consolidating its IP. The goal is strong traction ahead of a Series A round in Q3 2026. In 2026, pilot locations and local HQs are planned in the UAE and the US.
The model is adaptable. Retailers can localize brands, ingredients, or concepts. Food will become a major vertical emerging from AI. Noahs sits at the intersection of culinary IP, hardware, and operational tech.
The Big Picture
Noahs aims to reshape retail food infrastructure. The goal is to reach 10,000 locations by 2030. The company envisions becoming the backbone of a new digital economy by 2040. This investment accelerates Noahs' move to category leadership. Partners understand the future of retail food is digital, modular, and global.
"
2.
Streamable Food Brands: Noahs offers simple, high-quality food brands. These include bowls, tacos, sandwiches, and chicken concepts. Retailers use existing equipment to produce them. These items compete with restaurants. Convenience stores can offer restaurant-quality meals. This occurs during slow hours. There is almost no CapEx or extra labor involved.
3. Modular Kitchen Infrastructure: Noahs enables a physical integration of the digital brands into the existing retailer's spaces.
The Future of Food Retail
Baven predicts retailers will move into hospitality. Food has higher margins and larger basket sizes. Cooking at home will become less common. It will be more expensive than ordering prepared food. Retailers have locations, scale, and pricing power. They can outcompete many restaurants. Noahs helps them build that future.
The concept has roots in the ghost kitchen model. Noahs rebuilt it for retail. It's designed for walk-ins, service stations, and supermarkets. These are physical spaces with existing footfall.
Noahs is brand-agnostic. It enables famous brands, local restaurant IP, and its own streamable brands. All can run inside the same retail location.
Investor Confidence
Noahs' plug-and-play solution gained traction. The company experienced 200% revenue growth over three years. It onboards major international clients and partners. These include MAXOL, Q8, DSC, and MENY. It has over 88 service-station locations live in Denmark. A broader EU rollout is underway.
PSV Tech invests in Nordic founders. They support startups from early validation to scalable growth. Food-tech funding has shifted. Companies combining operational knowledge with strong technology are attracting investors.
Noahs' platform is light, cloud-based, and API-driven. There is no heavy hardware rollout. Implementation downtime is minimal. Stores can go live in days. This enables fast scaling without large investments.
Uth believes retail is changing fast. Winners will simplify operations. Noahs builds that kind of solution.
Expansion Plans
Noahs is expanding into Ireland, Belgium, and Luxembourg. It expects 600 locations across Northern Europe by 2026. The startup is running pilot projects in many countries. Funding will build the international rollout team. It will also strengthen the product.
Noahs is consolidating its IP. The goal is strong traction ahead of a Series A round in Q3 2026. In 2026, pilot locations and local HQs are planned in the UAE and the US.
The model is adaptable. Retailers can localize brands, ingredients, or concepts. Food will become a major vertical emerging from AI. Noahs sits at the intersection of culinary IP, hardware, and operational tech.
The Big Picture
Noahs aims to reshape retail food infrastructure. The goal is to reach 10,000 locations by 2030. The company envisions becoming the backbone of a new digital economy by 2040. This investment accelerates Noahs' move to category leadership. Partners understand the future of retail food is digital, modular, and global.
"
3.
Modular Kitchen Infrastructure: Noahs enables a physical integration of the digital brands into the existing retailer's spaces.
The Future of Food Retail
Baven predicts retailers will move into hospitality. Food has higher margins and larger basket sizes. Cooking at home will become less common. It will be more expensive than ordering prepared food. Retailers have locations, scale, and pricing power. They can outcompete many restaurants. Noahs helps them build that future.
The concept has roots in the ghost kitchen model. Noahs rebuilt it for retail. It's designed for walk-ins, service stations, and supermarkets. These are physical spaces with existing footfall.
Noahs is brand-agnostic. It enables famous brands, local restaurant IP, and its own streamable brands. All can run inside the same retail location.
Investor Confidence
Noahs' plug-and-play solution gained traction. The company experienced 200% revenue growth over three years. It onboards major international clients and partners. These include MAXOL, Q8, DSC, and MENY. It has over 88 service-station locations live in Denmark. A broader EU rollout is underway.
PSV Tech invests in Nordic founders. They support startups from early validation to scalable growth. Food-tech funding has shifted. Companies combining operational knowledge with strong technology are attracting investors.
Noahs' platform is light, cloud-based, and API-driven. There is no heavy hardware rollout. Implementation downtime is minimal. Stores can go live in days. This enables fast scaling without large investments.
Uth believes retail is changing fast. Winners will simplify operations. Noahs builds that kind of solution.
Expansion Plans
Noahs is expanding into Ireland, Belgium, and Luxembourg. It expects 600 locations across Northern Europe by 2026. The startup is running pilot projects in many countries. Funding will build the international rollout team. It will also strengthen the product.
Noahs is consolidating its IP. The goal is strong traction ahead of a Series A round in Q3 2026. In 2026, pilot locations and local HQs are planned in the UAE and the US.
The model is adaptable. Retailers can localize brands, ingredients, or concepts. Food will become a major vertical emerging from AI. Noahs sits at the intersection of culinary IP, hardware, and operational tech.
The Big Picture
Noahs aims to reshape retail food infrastructure. The goal is to reach 10,000 locations by 2030. The company envisions becoming the backbone of a new digital economy by 2040. This investment accelerates Noahs' move to category leadership. Partners understand the future of retail food is digital, modular, and global.
"
The Future of Food Retail
Baven predicts retailers will move into hospitality. Food has higher margins and larger basket sizes. Cooking at home will become less common. It will be more expensive than ordering prepared food. Retailers have locations, scale, and pricing power. They can outcompete many restaurants. Noahs helps them build that future.
The concept has roots in the ghost kitchen model. Noahs rebuilt it for retail. It's designed for walk-ins, service stations, and supermarkets. These are physical spaces with existing footfall.
Noahs is brand-agnostic. It enables famous brands, local restaurant IP, and its own streamable brands. All can run inside the same retail location.
Investor Confidence
Noahs' plug-and-play solution gained traction. The company experienced 200% revenue growth over three years. It onboards major international clients and partners. These include MAXOL, Q8, DSC, and MENY. It has over 88 service-station locations live in Denmark. A broader EU rollout is underway.
PSV Tech invests in Nordic founders. They support startups from early validation to scalable growth. Food-tech funding has shifted. Companies combining operational knowledge with strong technology are attracting investors.
Noahs' platform is light, cloud-based, and API-driven. There is no heavy hardware rollout. Implementation downtime is minimal. Stores can go live in days. This enables fast scaling without large investments.
Uth believes retail is changing fast. Winners will simplify operations. Noahs builds that kind of solution.
Expansion Plans
Noahs is expanding into Ireland, Belgium, and Luxembourg. It expects 600 locations across Northern Europe by 2026. The startup is running pilot projects in many countries. Funding will build the international rollout team. It will also strengthen the product.
Noahs is consolidating its IP. The goal is strong traction ahead of a Series A round in Q3 2026. In 2026, pilot locations and local HQs are planned in the UAE and the US.
The model is adaptable. Retailers can localize brands, ingredients, or concepts. Food will become a major vertical emerging from AI. Noahs sits at the intersection of culinary IP, hardware, and operational tech.
The Big Picture
Noahs aims to reshape retail food infrastructure. The goal is to reach 10,000 locations by 2030. The company envisions becoming the backbone of a new digital economy by 2040. This investment accelerates Noahs' move to category leadership. Partners understand the future of retail food is digital, modular, and global.
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