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Ulrika Wallin, CMO, Linas Matkasse Group
Ulrika Wallin, CMO, Linas Matkasse Group

Pressmeddelande -

Ulrika Wallin Named New CMO at Linas Matkasse Group

Ulrika Wallin has been appointed to the position of Group CMO of the Linas Matkasse Group. Starting in mid-April, she joins the group’s Nordic Management Team and holds responsibility for all Sales and Marketing activities in Norway and Sweden. Ulrika brings 20 years of experience in marketing and digital sales to the group. The most recent 10 years she has worked with a focus on digital services and subscription-based businesses within broadcasting/VoD (C More, TV4 and TV4 Play), Telecoms (Tele2), and gaming (betting and casino). During her initial career she worked with event marketing and radio (MTG Radio amongst others).

"I’m delighted to have a person of Ulrika’s caliber join the Linas Matkasse Group management team. The operational transformation of the group in the last two years has really opened the door to new opportunities for us in digital sales and marketing. With Ulrika’s leadership and experience in this field we expect to accelerate positive changes in the customer experience while connecting better with new customers along the way"

– Walker Kinman, CEO, Linas Matkasse Group.

"I am grateful and pleased to be embarking on what I foresee to be a very exciting journey with Linas Matkasse Group. It will be a privilege to work with a product and service that facilitates and enhances everyday life for our customers and contributes to kids and adults eating well.

Our sustainability agenda contributing to less food waste and our cooperation with carefully selected suppliers of locally produced foods means I will go to work with my head held high. Together with my new team I look forward to driving profitable growth across our markets."

– Ulrika Wallin, CMO, Linas Matkasse Group


The Linas Matkasse Group was founded in 2008 with the vision to simplify everyday life with a variety of inspiring meals delivered directly to the home. Today, the company is the largest supplier of meal-kits in the Nordics and a leader in Scandinavian food-tech. The group has operations in Sweden, Norway, and Denmark and operates under the brands Linas Matkasse, Godtlevert, Adams Matkasse and Retnemt. In 2019 the company had revenues of 1.1 billion SEK and delivered roughly 19.5m meals to households in the markets where it operates. The Linas Matkasse Group has around 250 employees and is owned by a group of investors led by Herkules Capital, Creandum, Acton Capital and the company founders.

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En skönare vardag. Välfyllda matkassar hela vägen hem till dörren med recept och ingredienser för goda och varierade middagar till fyra personer.

Linas Matkasse skapar en skönare vardag och underlättar för dig som vill laga god, sund och varierad mat.

Alla familjer är olika. Det är Linas kassar också. Välj mellan olika matkassar i olika storlekar och med olika inriktning. Fler möjligheter för att göra vardagen lite skönare för ännu fler.

Recepten är noggrant planerade av dietisten Lina Gebäck och är väl genomtänkta ur näringssynpunkt. Matkassarna, som levereras direkt hem till dörren, innehåller främst rena råvaror och mindre av blandade produkter eller halvfabrikat – det innebär färre tillsatser. Varje vecka hittar du även ekologiska varor i kassen.

Linas Matkasse
Stormbyvägen 2
163 55 Spånga