The most telling real-world results came from the final stock count. For example, no Felix product is more beloved than its best-selling meatballs, yet with customers encouraged to make decisions on climate value, they remained on the shelves, whereas Felix’s new, plant-based meatball alternatives had sold out. Shoppers had learned that the classic dish they had eaten since childhood might not, after all, be the best option for their own children’s future.

The way in which shoppers were presented with practical climate information was repeatedly commented on as a brilliantly simple idea that people felt ought to be the norm in food retail. Plus, we saw repeat visits – parents so impressed by the concept’s educative value that they came back a second time with their children.As one shopper shared: “I didn’t expect this when walking in. The visuals with the three different bags explained everything so well. I learned so much more compared to, say, a lecture.”

The results told us Felix’s demographic really wanted to shop for climate-friendly food brands, but found the sustainability information too confusing and – perhaps as a result – believed sustainable grocery shopping to be too expensive.Our strategy was clear: Give shoppers better information on the climate impact of Felix products and, in the process, demonstrate how easy it is to make climate-friendly choices when products are clearly labelled. We called it The Climate Store (Klimatbutiken) – the world’s first grocery shop in which the ‘price’ of food would be based on its carbon footprint.