ICA Växa future-proofs ICA’s assortment by driving development and innovation within healthy and sustainable product and packaging solutions. Through collaboration, testing and implementation, we drive change across the entire food system – from early ideas to solutions at scale.
In a rapidly evolving food system, new ways of producing, packaging and consuming food are essential. ICA Växa takes a long-term, systemic approach to meet future needs – always with the customer, sustainability and health at the core.
We combine ICA’s reach, market insights and execution capabilities with external perspectives and innovations from academia and industry. By testing new solutions in real-life environments and scaling what works, we contribute to a more resilient and sustainable food system.
ICA Växa is rooted in ICA’s long-term foresight work and research within food, health and sustainability. Through a series of current-state and future reports, developed with researchers, experts and stakeholders across the food system, we have identified the key shifts required to accelerate the transition.
The reports “The Food Revolution - Sustainable Food System for Future Generations” (2020) and "Growing Together - the consumer and plant-based food in 2025" (2021) highlight critical transformation areas where innovation, scalability and collaboration are essential. These insights form the foundation of ICA Växa’s focus areas and ways of working today.
The future of food is not about abandoning traditions – but evolving them. ICA Växa sees a future where strong food traditions coexist with new technologies, ingredients and production methods.
By 2040, we are likely to use a wider range of protein sources and ingredients from land, sea, forest and new technologies. This may include cultivated food, precision-fermented proteins, new ways of utilising side streams and Swedish alternatives to currently imported raw materials.
Our role is to understand what lies ahead, test what works in practice, and enable future solutions to reach many – combining sustainability, taste, accessibility and trust.