Picadeli steps up expansion in Finland - passes 350 salad bars

Interest in healthy convenience food continues to grow in Finland. In less than two years, Picadeli has opened 100 new salad bars and has now passed 350 points of sale. The growth reflects a rising demand for fresh, healthy meals that consumers can tailor to their own taste and appetite.

When Picadeli passed 250 salad bars in Finland in autumn 2024, it marked an important milestone. Since then, expansion has continued at a rapid pace. During 2025, the network passed 300 salad bars. Now, less than a year later, around 50 more have been added, taking Picadeli past 350. This means that 100 new Picadeli salad bars have opened since October 2024.

– This is more than just a milestone for us. In less than two years, we have grown from 250 to 350 salad bars. It shows that healthy fast food can truly be scaled, not only in Helsinki or the largest cities, but across Finland, says Kaisa Väistö-Nurminen, Managing Director of Picadeli Finland.

Picadeli was launched in Finland in 2013. What started as a new way to buy lunch has today developed into a nationwide network of salad bars with some of the country’s largest retailers, as well as in other locations where Finns buy food as part of their everyday lives.

The expansion comes as the line between grocery retail and restaurants continues to blur. Consumers increasingly want to be able to buy a ready-made meal where they already shop, without having to choose between speed, price and health. At the same time, Picadeli has built a strong brand around choice, taste and a more appealing way to eat healthy.

– Competition for lunch is no longer just about which restaurant you go to. Grocery stores have become an increasingly important destination for ready-made meals. Picadeli fits very well into that shift: you can walk in, build exactly the meal you want and be on your way again within minutes, says Kaisa Väistö-Nurminen.

A restaurant that fits into just a few square metres
One important explanation for the expansion is Picadeli’s business model. Instead of building traditional restaurants, the salad bars are established within existing retail locations.

This makes it possible to introduce a new meal concept in a small footprint while benefiting from the store’s existing customer flows, staff and infrastructure.

For retailers, the salad bar offers a way to compete in the growing market for ready-made meals without having to open a restaurant.

– We build restaurants without restaurants. It is a fairly simple idea, but also an important reason why we can grow so quickly together with our customers, says Kaisa Väistö-Nurminen.

More than five years of AI development behind the expansion
Behind the expansion is a technology platform that enables hundreds of salad bars to operate as one connected network. Picadeli began using AI and machine learning in its operations as early as 2021, long before the technology became part of everyday conversation.

Every Picadeli salad bar is connected. The company’s proprietary platform uses sales history, inventory levels, assortment data and external factors such as weather to forecast demand, optimize orders and reduce food waste. The technology is also used to monitor areas such as temperature and food safety.

– When we grow from 250 to 350 locations, the challenge is not simply to open more salad bars. Every one of them needs to perform well every day. That is where technology becomes crucial – it helps us and our retail partners make better decisions at every individual point of sale, says Kaisa Väistö-Nurminen.

Finland part of Picadeli’s international growth
The development in Finland is part of Picadeli’s broader international expansion. Today, Picadeli has around 2,600 salad bars across Europe and the US and serves more than 70 million meals every year. The concept has a strong position in the Nordics, continues to grow in markets such as France and Germany, and has built a presence in 27 US states.

– The rapid growth in Finland shows what is possible when a strong consumer brand is combined with technology, retail partnerships and a scalable model. We have come a long way, but the potential is significantly greater. Our ambition is to keep bringing Picadeli to more consumers, more retailers and more markets, says David von Laskowski, CEO and president of Picadeli and Greenfood Group.

Magnus Holtinger Wallin
Head of Communications
magnus.wallin@greenfood.se

About Greenfood
Greenfood is a leading food group in the Nordic region, specializing in healthy eating, with a history that spans over 50 years. Our operations are extensive, encompassing the entire food chain through our three business areas – from cultivation and processing to delivery, and right up to the moment when the consumer takes a bite of their meal. Greenfood's business divisions include Picadeliand Food Solutions. Notable brands within the group include Picadeli, Green Deli, SallaCarte, and Ahlgood. For more information, visit www.greenfood.se.