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.