Noahs Secures €1.9M To Power Its Expansion To 600 Digitised Food Locations By 2026

Founded in 2020, Noahs is reshaping how food fits into retail by offering a platform that lets global retailers enter the digital food economy with zero capex and minimal labour.

I spoke with Daniel Baven, CEO and co-founder of Noahs, and Helle Uth, co-founder and Partner at PSV Tech the lead investor to learn more.

While the retail sector includes more than 3 million locations worldwide, much of it is still largely analog. At the same time, consumer behaviour is shifting rapidly toward convenience and tech-enabled experiences: nearly 50 per cent of household food consumption now comes from food eaten away from home.

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On top of that, Millennials and Gen Z increasingly prefer zero-human interaction during checkout at convenience stores, accelerating the demand for automated, digital-first retail solutions.

According to Uth, service stations and supermarkets are being pushed into new roles: “Fuel matters less due to electrification, and fresh food sales are declining. Both service stations and supermarkets can meet this shift by offering healthy, ready-to-eat meals but doing so at scale is hard without strong digital tools. "

According to Baven, most retailers still operate in a highly analog way, relying on legacy IT systems that make digitisation slow and bureaucratic. Noahs has developed a plug-and-play omnichannel system kiosks, app ordering, QR codes, and aggregator integrations all feeding into a single decentralised, cloud-based POS. With nothing more than Wi-Fi, a retailer can digitise their entire shop.

“We also unify all digital revenue through one reconciliation and BI system. That means a single store can run its own products, plus additional digital storefronts, plus multiple food brands simultaneously,” explained Bavan.

Founded in 2020, Noahs provides service stations, supermarkets and travel hubs with a turnkey solution for offering hot, restaurant-quality meals without extra staff or upfront investment. Its plug-and-play platform enables retailers to digitise food service instantly, making it easy to meet modern consumer demand for convenience and high-quality ready-to-eat options.