Crisp acquires Atheon Analytics, enhancing UK grocery with advanced demand intelligence

We’re excited to announce that Atheon Analytics, including our SKUtrak® platform, is now part of Crisp—the leading collaborative commerce platform for real-time retail data. Atheon will continue to operate as before, ensuring your SKUtrak services and support contacts remain consistent.

Uniting under a shared mission to drive efficiency and sustainability in grocery

Founded with a mission to “humanise data,” Atheon has long supported CPG manufacturers and retail vendors in improving product availability, reducing waste, and driving growth through detailed SKU-level insights from major UK grocery retailers. By joining Crisp, we can accelerate our shared vision of more efficient and sustainable grocery supply chains.

So, who is Crisp?

Crisp is a fast-growing US-based technology company transforming how data flows through the grocery industry. Supporting over 6,000 CPG brands and connecting data across more than 40 leading retailers and distributors, Crisp enables real-time collaboration across the supply chain. Backed by significant investment and a bold mission to eliminate food waste through better data insights, Crisp brings global scale, innovation, and infrastructure that complement Atheon’s existing technology and deep expertise in UK grocery.

“Crisp shares our passion for optimising grocery supply chains, and given the strong strategic alignment in our business models, this deal creates new opportunities to apply our technology and enhance our offering to customers in the UK and beyond,” said Atheon CEO Guy Cuthbert. “Our SKUtrak technology, TruDemand engine, and access to data from leading UK retailers will enhance the retail analytics capabilities for Crisp customers globally. We’re excited to bring our team over to work with Crisp to further build out its comprehensive data platform.”

Enhanced capabilities for SKUtrak customers

Joining Crisp means our customers will experience meaningful enhancements, including:

  • Advanced demand intelligence: Accelerated development of innovative features such as SKUtrak Promote and the TruDemand engine, providing deeper, real-time insights to help you better sense and shape product demand.
  • Increased innovation and resources: Access to Crisp’s extensive resources and complementary technologies will drive rapid innovation, expanded analytics capabilities, and enhanced platform support tailored to your business needs.

Are Traasdahl, founder and CEO of Crisp, shares his perspective on the combined strength:

“Acquiring Atheon furthers our commitment to reducing food waste and optimising supply chains through better collaboration. By integrating our technologies, both Atheon and Crisp customers will be empowered with richer, real-time data, ensuring optimal product placement, reduced waste, and enhanced performance.”

Looking forward

SKUtrak remains the platform our customers trust, now strengthened by Crisp’s innovative technology and global data capabilities. We’re excited to share more about upcoming integrations and enhancements that will unlock even greater value for grocery suppliers—both in the UK and internationally.


If you have any questions about how these changes will benefit your business, please reach out to your usual SKUtrak contact or visit www.gocrisp.com. We’re excited to embark on this new chapter together!

For media inquiries, please contact:
Nick Calver, Marketing Director
nick.calver@gocrisp.com