Noahs, a Danish foodtech startup transforming gas stations, supermarkets, and transport hubs into modern food destinations, has raised € 1.9 million in new funding. The round was led by PSV Tech, the Danish venture fund with over € 100 million under management, and included Bob Stein, President of RBS & Associates, as well as early investor Torben Frigaard Rasmussen, former CEO of e-conomic.
Noahs is changing the game with its plug-and-play platform, turning traditional convenience stores into digital marketplaces that serve as central hubs for the future of food retail. Their three-layered solution, combining technology, brand-streaming, and modular kitchen infrastructure, enables retailers to quickly transform any location into a multi-brand food hub.
“Noahs has a real opportunity to rethink the entire infrastructure of how food moves through retail. Our strategy is to be present in 10,000 locations by 2030 and become the backbone of a new digital food economy by 2040. With this new investment, we can accelerate our journey from concept to category leader – together with partners who understand that the future of retail food is digital, modular, and global,”
says Daniel Baven, CEO & Co-founder, Noahs
With over 3 million convenience retail locations worldwide, most remain analog—even as consumer behavior shifts toward tech-driven, on-the-go dining. Nearly 50% of household food spending now comes from meals outside the home, and 39% of consumers discover new food options through technology and variety.
“With over 150,000 convenience stores serving 160 million daily customers in the U.S. alone, retail chains face shifting consumer expectations and new technologies they must navigate to stay relevant. Noahs is at the forefront of the foodtech revolution, enabling convenience chains to accelerate their transition to the digital food economy – including integration with a wide range of foodservice and delivery solutions. With this investment, Noahs has the potential to become the global leading provider of foodtech solutions for the convenience sector in the U.S., Europe, and beyond.”
says Bob Stein, President, RBS & Associates
Since its founding in 2020, Noahs has grown revenue by over 200% in three years and now partners with major international players like MAXOL, Q8, DSC, and MENY. The company is already reshaping convenience retail in Nordic Europe and is now preparing for global expansion.
“At PSV Tech, we deliberately work with founders who challenge how industries operate. In Noahs, we met a team with an ambitious vision for the future of retail and a clear understanding of how the right technological solutions can create real value for convenience and retail chains. Their approach combines deep industry insight with pragmatic automation, solving real problems rather than just optimizing for technology’s sake. We are proud to support their journey,”
says Helle Uth, Co-founder & General Partner, PSV Tech
