Äkta vara – Ärliga varor

The Company

Äkta vara is a non-profit fighting for more honest food without unnecessary additives and with real ingredients. Their vision: food should be what it claims to be. Through reports and campaigns like “Årets Matbluff,” they’ve long challenged the industry. But with low brand awareness and a member base where 80% are over 55, they need to reach the next generation.

Background

In today’s food industry, bending the truth is standard practice. Jam with 0.02% berries is sold as “Swedish Strawberry Jam” and imported industrial ice cream is called homemade.

Furthermore, young people care deeply about food. They shape their identity through what they cook, share, and consume, but often without reading the fine print. They want to do the right thing but don’t always check the ingredients. They trust logos and packaging.

Solution

Äkta vara has been exposing food industry bluffs for years. And now, they’re making it easier than ever not to fall for them by launching their own product line: Ärliga varor – A range of food products that tell you exactly what’s inside, right on the front of the packaging. No countryside clichés. No misleading ingredients. No fictional farm names. Just a brutally honest portrayal of what these products really are.

Ärliga varor are created with heavy inspiration (okay, let’s be honest – they’re copies) of some of the most popular food bluffers. Because Äkta vara believe consumers have the right to know exactly what they’re eating and where it comes from.

We call it the most honest product launch in Swedish food history.