Developing the future of food requires understanding how consumer needs, raw material availability, technology, sustainability requirements and business interact. ICA Växa therefore works closely with assortment and sourcing teams, as well as with stores, suppliers, researchers and entrepreneurs.

Early testing in real-life environments allows ideas to quickly evolve into relevant offerings reaching many consumers.

Linked to strategic assortment responsibility

• Strategy for a sustainable and healthy private label assortment
• Sustainability strategy within assortment and sourcing
• Development of Swedish and local assortment

How we work

• Foresight and trend analysis as a foundation
• Early-stage consumer insights and data
• Small-scale testing in real environments
• Collaboration with external partners
• Focus on scalable solutions through ICA

Innovation is not about ideas alone – but about solutions that work in everyday life.

Focus areas

• New ingredients and protein sources
• Future food concepts
• Health and nutrition
• Innovation supporting sustainable, Swedish and local production