Press Release: Viking Venture Invests in Liquid Barcodes, Signaling Further Global Growth

Press Release: Viking Venture Invests in Liquid Barcodes, Signaling Further Global Growth 

Norwegian-based Viking Venture makes a major investment in Liquid Barcodes, promising significant capital infusion for North American and global expansion and growth

July 10, 2023

FAIRFAX, VA – Liquid Barcodes announces an equity investment and capital infusion by Norwegian-based Viking Venture. Viking has extensive experience in the B2B SaaS space to help Nordic software companies, like Liquid Barcodes, to grow and expand globally. One of their portfolio companies is Attensi gamified simulations training solutions, which serves the global convenience and foodservice retail market like Liquid Barcodes. 

Viking recognizes the global leadership position that Liquid Barcodes has established in the digital loyalty and subscription space and plans to significantly expand the large U.S. market with an influx of capital to increase resources in support of an aggressive growth plan. Liquid Barcodes plans to establish a hub U.S. headquarters office with a team of additional resources for sales, marketing, and customer success positions.

Bob Stein, current Chairman of the Board of Liquid Barcodes, comments that “the investment of Viking Venture is a significant milestone for Liquid Barcodes, which plans significant growth and to continue to provide top-notch support to its customers. The management team, to date, has performed incredibly well in providing best-in-class loyalty and subscription solutions to the global convenience store industry with customers throughout Europe, North America, Asia, and Africa. Now the team can grow the business even faster, emphasizing customer success and enhancing the solutions going forward. I am excited to remain involved with the excellent team along with members of the Viking team as a Board Member, U.S. advisor, and shareholder.”

Going forward, Joar Welde, Partner at Viking Venture, will serve as Liquid Barcodes Chairman of the Board, and Bob Stein, a c-store industry veteran, will continue as a Board Member.

Liquid Barcodes CEO Mats Danielsen comments that “We are really excited to have Viking Venture as an investor and majority owner in Liquid Barcodes to help accelerate our growth in North America and Europe. Viking Venture brings deep B2B SaaS expertise with a team that has an impressive track record scaling Nordic companies. The Viking team is extremely well aligned with our business culture and passion for retail, and their expertise and support will be vital as we continue to help convenience and foodservice retailers boost their growth with our subscription and loyalty platform.”

​​Joar Welde, Partner at Viking Venture and coming Chairman of the Board of Liquid Barcodes, comments that ”With the remarkable US success, the company has achieved a position many Nordic companies only dream about. We are excited to support their ambition to become the leading platform for subscription and loyalty programs across all convenience stores.”

Liquid Barcodes is a leader in loyalty and subscription programs around the globe, with leading retailers as their customers, including Circle K, 7-Eleven, United Pacific (dba Rocket), Sunshine Gasoline, Maxol, Reitan Convenience, and FEMSA/Valora Retail. The company has made recent headlines with their customers Circle K winning the 2023 NACS European Technology Award for their carwash subscription program, Maxol winning the Irish Loyalty Award for 2023 Best Loyalty Launch as well as Sunshine Gasoline’s first-of-its-kind C-StorePay application that processes fuel payment, including a simple and money-saving ACH-based payment method. Additionally, Liquid Barcodes has recently announced several new U.S. convenience retailing clients, including Warrenton Oil Company (dba FastLane).

With significant capital infusion from Viking Venture, Liquid Barcodes will further increase product development resources to enhance loyalty and subscription solutions. As the global leader in loyalty solutions for the global convenience retailing industry, Liquid Barcodes will further expand its global customer base with appropriate infrastructure to ensure customer success. The current management team and expert staff will continue to operate the company. 

About Viking Venture

Viking Venture, the leading Nordic B2B Software investor, invests in fast-growing scale-up companies in the Nordics. The investment focus is business-to-business software companies with international potential. Viking Venture has over NOK 4 billion under management and is headquartered in Trondheim, Norway. Viking Venture provides support and investment opportunities to help innovative companies grow and succeed globally.

For further information about Viking Venture:

About Liquid Barcodes

Liquid Barcodes is a leading global loyalty and digital marketing technology company specializing in the convenience and foodservice industries. The proprietary, cloud-based technology platform allows retailers to create and manage their digital marketing campaigns with the “customer connection cycle” process to engage, promote, and reward customers’ activities in real time across digital and media channels. Liquid Barcodes loyalty platform is powering loyalty programs for industry leaders across several global markets by offering unique subscription, mobile payment programs, machine learning, personalization, gamification, loyalty, and other capabilities.

Learn more about Liquid Barcodes at

For more information, contact:

Mats Danielsen, CEO,
Saurabh Swarup, GM North America,



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