Good and sustainable food
Today’s customers are consious. They want products that are good for their health, but that are also made with care for animals and the people who make them.
Swedish
products
Axfood today has 1,046 Swedish-labelled products in its assortment, of which 356 are private label products. To support Swedish farmers, during the autumn Axfood promoted Swedish products in its stores, with highly visible signs showing where products are from.
Vegetarian
products
The offering of vegetarian products was widened during the year with a host of new and innovative items. Axfood’s own Garant brand launched 40 new vegetarian products during the year, including a vegan burger patty with a meaty texture that “bleeds” red beetroot juice.
Organic
products
Axfood’s sales of organic products have been on the rise for a number of years. In 2018, demand stabilized somewhat,with organic products accounting for 6.6% of sales. Within Axfood the number of organic items varies between 1,000 and 1,700 per food concept.
Animal
welfare
Axfood gives priority to responsibly produced meat – predominantly Swedish. Sweden’s farmers have a long tradition of good animal care with low use of antibiotics that results in healthy animals and safe foods. Meat in which antibiotics have been used to promote growth is not sold whatsoever in Axfood’s stores. Moreover, all meat in Axfood’s private label products is required to have third-party certification for animal welfare.
