Posted: 04/07/2022

Swedish discounter Motatos enters the UK market


Online discount food retailer Motatos has launched in the UK, offering deals on a number of products found in independents as well as the multiples.

The Swedish firm, which launched eight years ago and has forecast revenue of €100 million (£86m) this year, aims to disrupt the groceries market in this country – and its website already features a number of brands that are carried by some delis and farm shops.

Motatos buys products that distributors are struggling to sell due to packaging or seasonal changes or short shelf life and offers them online at a discount.

Motatos Founder, Karl Andersson said: “There’s so much opportunity here for consumers to help reduce waste while reducing their weekly spend, meaning they don’t have to choose between price and being environmentally-conscious. 

“Shopping with Motatos is good for the planet and good for the wallet.”   

A Motatos spokesperson told FFD the firm aims to work with food producers directly to “solve challenges connected to overstock, production loss and waste”.

Stocking independent labels at discounted prices is a key plank of the firm’s strategy, they added. 

“On Motatos you’ll find a range of products from well-known brands but also hidden gems from indie brands that you may have never heard of before.”

The firm has lofty ambitions. 

“Motatos’ market potential is huge,” said the spokesperson. “The grocery market is worth over £200 billion. People in the UK are looking for cost-effective options and Motatos can offer that.” 


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