Crispbread Brand’s Quirky Spot Tells You to Go on a CO2 Detox

Wasa, the crispbread producer, has introduced a new type of detox – the Wasa CO2 Detox with M&C Saatchi Stockholm. The detox has one single purpose – to inspire people to be more climate-aware of their eating habits. How does it work? For one day you’ll only eat water and bread – crispbread to be precise. One piece of Wasa crispbread has carbon footprint of only 0,01 CO2e, and by eating 10 pieces of Wasa Crispbread, water and three locally grown apples (to be kind to your gut) for one day, you will lower your carbon footprint by 95%. Just like an ordinary detox, this one is all about kick- starting a better eating. In this case a more climate aware eating. 

Climate change is an urgent threat to nature, and 1/3 of the world’s CO2 emissions comes from food production. Wasa believe in action now. By lowering, compensating, and inspiring a reduced carbon footprint, based on science, not what looks good. The Wasa brand has achieved climate neutrality by measuring and reducing its carbon footprint from field to shelf, and by compensating to zero any remaining emissions. 

A number of Swedish media profiles will take on the challenge and can be followed in their social channels. There will also be a campaign in social media and PR.