Smartmat

Overview

Smartmat is a Belgian holding company that operates Foodbag, a meal delivery service, and recently launched Foodprepper, an innovative meal box for busy families and individuals. The company prioritizes quality, taste, health, and sustainability, partnering with guest chefs and local producers.

Media & appearances

• Ben's MentorsYouTube2025-07-16
  Van 0 naar Exit: Start, Scale & Sell Je Startup!Rival Belgian meal-box player that merged with Foodbag in 2018, creating the scale to build own last-mile logistics; now the overarching holding under which Foodbag sits.
• The HarbourYouTube2024-06-13
  STÉPHANE RONSE (Foodbag) over hoe cruciaal naïviteit in het ondernemerschap is voor hemFormer Belgian competitor that acquired Foodbag in a Korys-financed merger; now the parent company with Foodbag as the brand generating 95% of revenue.
• BlackBird Business EventsYouTube2023-12-20
  BlackBird Podcast aflevering 39: Stéphane RonseBelgian meal-box competitor with similar DNA that Foodbag merged with to form a stronger front against HelloFresh.

Stated facts & numbers

• Merger with Smartmat agreed in 2018, backed by Korys (Colruyt family fund); the integrated 'Foodbag 2.0' launched in 2019.Ben's Mentors 2025-07-160:41:13
• Foodbag merged with Smartmat and later acquired 100% of 15gram, about two years after the merger.BlackBird Business Events 2023-12-200:27:15
• Korys, already Smartmat's investor, financed the Smartmat-Foodbag merger; the angels exited with a return.The Harbour 2024-06-130:25:37
• Foodbag the brand generates 95% of Smartmat's (the parent entity's) revenue.The Harbour 2024-06-130:27:41
• Korys and Colruyt Group together hold 82% of Smartmat, 41% each.The Harbour 2024-06-130:45:08