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Reduced: The Upcycled Taste Revolution
A $15.8M food tech turning waste into premium ingredients
While most food companies chase yield, Reduced chases the opposite: they find premium taste solutions in what others discard. With $12.5M in funding and a $15.8M revenue run rate, this Danish scale-up is proving that upcycled ingredients aren't just eco-friendly—they're a serious business.
"The future of taste isn't grown—it's reclaimed."
The Upcycled Advantage
Reduced operates in the food ingredients space with a radical premise: waste streams contain untapped flavor compounds. Their 65-person team has built a tech stack (HubSpot, Cloudflare, Tailwind) that supports a B2B model selling natural taste solutions derived from upcycled sources. This isn't charity—it's margin expansion for food manufacturers.
Team & Execution
The leadership team reads like a scale-up playbook: Morten Christensen (CCO) driving commercial strategy, Sofie Holmberg managing supply chain complexity, Bram T on product, and Kaspar Wehrhahn steering finance. With 65 employees generating $15.8M, that's ~$243K revenue per employee—a strong ratio for a food tech at this stage.
Their web presence reveals a company in transition. The homepage pushes 'natural taste solutions from upcycled ingredients' as the core message, yet traffic metrics show they're still building direct audience capture. The 0 monthly visits likely reflects B2B focus and recent site migrations, not market irrelevance.
- B2B ingredient model vs. consumer product play
- Upcycling as core IP, not marketing fluff
- HubSpot-powered sales engine for enterprise
- Trustpilot presence signals early customer validation
The Silent Giant of Upcycling
Reduced proves sustainability scales when you solve real taste problems first. They're not selling eco-guilt—they're selling better margins.
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Reviews (1)
Brilliant Basics
Approached 2 independent brokers, and 2 big guns (Aussie & Loans.com.au) all at the same time. Lots of promises and selling, but took ages to respond, and after requesting numerous documents during “application stage”, could not get any or regular updates. Crickets! Out of frustration, tried “Reduced” - Ben Ithell pretty much the same pitch. Only difference was that he delivered. ALWAYS did what he said he would. When it wasn’t done as he committed (out of his control) still took FULL accountability and kept me updated. Even when he was sick, he still msg’ed with update. There were 2 moments that resonated; * When I asked him to make sure he gets his commission, he told me “not to worry about that and let’s focus on pushing your loan through to formal approval”. He only spoke about it after our loan was fully approved. * He saw a chance to secure a lower rate for me, and hounded the crap out of his BDM to get it. Even though his commission would be less, and I could have been none the wiser. I’ve RF’ed around 6 times, by far the best operator - takes accountability being the main contact, and does the basics, brilliantly. Cannot recommend highly enough. 15mins is the least I can do to “Thank you”for such a stellar job, Ben / Reduced.
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About reduced.dk
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Technology Stack
reduced.dk uses 19 technologies across their website including Wistia, Font Awesome, Google Fonts, Contentful, and more.
Video
Wistia
Fonts
Font Awesome, Google Fonts
CMS
Contentful
CDN
cdnjs, unpkg, jsDelivr
Cloud & Hosting
Cloudflare
Marketing Automation
HubSpot
Traffic & Audience
reduced.dk receives approximately 0 monthly visitors. The website has a bounce rate of 0% with visitors viewing an average of 0.0 pages per visit. Users spend an average of 0:00 on the site.
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This page provides publicly available information about reduced.dk. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit reduced.dk directly at https://reduced.dk.