Crunch from 1919

Crunch from 1919

As you can imagine — or know if you have visited — Sweden is a country of stunning natural beauty, wild and untouched, rich in history and traditions, many of which are naturally linked to food. Who isn’t familiar with the famous Swedish meatballs, köttbullar, or the iconic cinnamon buns, kanelbullar, which have gained worldwide popularity in countless variations?

But among these traditional foods, there is one product that brings a little closer to home. Not so long ago, it was a cherished tradition in Sweden to bake and store a special rye bread — a simple yet nutritious recipe that formed a staple of many Swedish kitchens. It was this recipe that inspired the creation of the first WASA crispbread in 1919.

FROM A SMALL LOCAL COMPANY TO AN INTERNATIONAL ICON

The year is 1919, and we are in Skellefteå, a city in the far north of Sweden overlooking the Baltic Sea.
Here, the recipe for WASA crispbread was developed — the first such product produced on an industrial scale in Sweden. This was made possible by the foresight of Karl Edvard Lundström, the founder of a company that would go on to achieve great success.

Karl’s legacy is that of a generous and visionary entrepreneur: Lundström was known for listening to and responding to his employees’ needs, always maintaining a positive attitude in challenging times. For example, after a fire destroyed sugar stocks, Karl proposed producing and selling candy to avoid wasting resources.

It is no wonder, then, that WASA breads achieved great success under Karl’s leadership. In 1931, Lundström decided to expand production. He acquired the Filipstads Bageri AB in the city of Filipstad and moved production there — a site that still produces a large portion of WASA products today. WASA’s growth was so rapid that by 1950, the King of Sweden personally awarded the company an official royal charter, one of the highest honors in the country.

It was therefore not surprising that WASA eventually crossed paths with us. Having always been committed to recognizing and supporting excellence worldwide, in 1999 WASA officially joined our Group, opening a new chapter in its history alongside us.

RICH FLAVOR, UNCHANGING CRUNCH

Like artists, poets, and creators of all kinds, we know that nature is an endless source of inspiration. From the very first day, WASA has cultivated a close relationship with nature, sourcing its ingredients directly from it.

Water, salt, yeast, and rye flour — just a few simple but highest-quality ingredients — have allowed us since 1919 to create flavorful recipes and crispbreads with a rustic appearance and distinctive crunch.

In every WASA slice, tradition and innovation live in harmony. On the one hand, rye — the main ingredient of our recipes — remains unchanged, offering the many nutritional benefits of its high fiber and mineral content that we proudly preserve.

On the other hand, we have expanded our range with new forms and recipes — from circular WASA slices made with wheat flour, sesame, and salt, to classic WASA breads enriched with poppy, oats, or chia seeds, and even single-serving WASA Sandwich Pesto crackers filled with creamy pesto.

RESPECT FOR NATURE AND THE PLANET

As mentioned, nature is an inexhaustible source of inspiration, resources, and life. WASA has therefore long been committed to protecting and caring for it — one slice of crispbread at a time.

First, we have committed to reducing CO₂eq emissions throughout the production process, through energy efficiency strategies, optimized logistics, electricity from certified renewable sources, and promotion of sustainable and regenerative agricultural practices. A key example is our first regenerative agriculture project, carried out in collaboration with Indigo Agriculture and Svensk Kolinlagring, aiming to make rye cultivation and harvesting even more sustainable.

In 2023, WASA joined our sustainable agriculture charters — Durum Wheat Manifesto, Mulino Charter, Harrys Charter, and Basil Charter — establishing six core principles for farmers and supply chain participants: no glyphosates, application of best agricultural practices, and use of energy from renewable sources are just a few of the key principles of the WASA Charter. This approach ensures responsible and sustainable operations across the entire rye supply chain, with the main goal of continuously reducing our emissions.

Additionally, we offset CO₂eq emissions through projects certified under the international Verified Carbon Standard (VCS). For example, in India, WASA supports the Pawan Wind and Bendesol projects, aiming to increase clean energy production and reduce pollution in several states.

In Brazil, the Rio Floresta d’Oeste project involved building a run-of-river hydropower station in rural Rondônia — another exemplary initiative directing production toward renewable energy sources.