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- Feb 2023
The results told us Felix’s demographic really wanted to shop for climate-friendly food brands, but found the sustainability information too confusing and – perhaps as a result – believed sustainable grocery shopping to be too expensive.Our strategy was clear: Give shoppers better information on the climate impact of Felix products and, in the process, demonstrate how easy it is to make climate-friendly choices when products are clearly labelled. We called it The Climate Store (Klimatbutiken) – the world’s first grocery shop in which the ‘price’ of food would be based on its carbon footprint.
- Climate Supermarket
- Climate store
- Survey showed consumers were confused by sustainability information
- consumers were left with the belief that shopping sustainably was too expensive
- One answer to simplify the complexity that was confusing people was uniform labeling of grocery products with their CO2e and a hard limit (18.9Kg CO2e) that consumer must stay under each week to meet Paris agreement