Wasa, making life crunchier since 1919 one slice of bread at a time
19 March 2025
As you can no doubt imagine, or know if you’ve visited it, Sweden is a land of stunning natural beauty, wild and unspoiled, rich in history and traditions, many of which, of course, are tied to food. Who hasn’t heard of köttbullar, the legendary Swedish meatballs, or kanelbullar, the iconic cinnamon rolls that have achieved worldwide popularity in countless variations?
But among these traditional dishes, there’s one in particular that’s a little closer to home. Until not long ago, it was a cherished tradition in Sweden to bake and preserve a special type of rye bread – a simple yet wholesome recipe that was a staple in many Swedish pantries. A recipe that inspired the creation of the first WASA crispbread in 1919.
FROM A SMALL LOCAL COMPANY TO AN INTERNATIONAL SYMBOL
It is 1919, and we’re in Skellefteå, a town in the far north of Sweden, overlooking the Baltic Sea.
This is where WASA crispbread recipe was created, the first to be produced on an industrial scale in Sweden, thanks to the vision of Karl Edvard Lundström, the founder of a company destined for greatness.
The image that has been passed down of Karl is that of a generous man and a visionary entrepreneur: Lundström was known for listening and responding to the requests of his employees, and in times of difficulty, he always knew how to react with optimism – for instance, during the fire that destroyed his sugar stocks, Karl had the idea to produce and sell a batch of candies, just to avoid wasting resources.
Therefore, it’s easy to understand how and why WASA breads achieved great success under Karl's leadership, so much so that in 1931 Lundström decided to increase production. He acquired Filipstads Bageri AB, in Filipstad, relocating to the production site where most of Wasa’s products are still made today. From that point on, WASA’s growth was so fast that by 1950, His Majesty the King of Sweden himself had honoured WASA with an official royal warrant, one of the country’s highest accolades.
It was no surprise, therefore, that eventually WASA would meet us. Because we have always been committed to recognising and supporting excellence all around the world. So, in 1999, WASA officially joined our Group, embarking on a new chapter of its history with us.
A RICH TASTE, AN UNMISTAKABLE CRUNCHINESS
Like artists, poets and everyone who has the privilege of creating something, we know that nature is an endless source of inspiration. It is no coincidence that, from the very beginning, WASA has nurtured a genuine bond with nature, from which it draws its raw materials.
Water, salt, yeast and rye flour – since 1919, just a few simple ingredients of the highest quality have helped us create recipes bursting with flavour and shape breads that boast a rustic appearance and an unmistakable crunch.
In every WASA slice, tradition and innovation live in harmony. On the one hand, the core ingredient of our recipes - rye - remains unchanged, as its high dietary fibre and mineral content provides numerous nutritional benefits that we are proud to preserve.
On the other hand, we have expanded our range of breads with new shapes and recipes – from round WASA slices made with wheat flour, sesame seeds and grains of salt, to the more recent classic WASA bread enriched with poppy seeds, oats or chia seeds, not forgetting our WASA Sandwich Pesto crackers, filled with a creamy pesto and conveniently packaged in single portions.
RESPECTING NATURE AND THE PLANET
As we’ve said, nature is an inexhaustible source of inspiration, resources and life, which is why for years WASA has been dedicated to respecting and nurturing it, step by step – one slice of crunchy bread at a time.
First and foremost, we are committed to reducing CO₂eq emissions across the entire production cycle of our breads. This includes adopting energy efficiency strategies, optimising logistics, using electricity from renewable sources certified with the Guarantee of Origin, and promoting sustainable and regenerative agricultural practices. One notable example is the first regenerative agriculture project initiated by our Group and led by WASA in collaboration with Indigo Agriculture and Svensk Kolinlagring, aimed at making rye cultivation and harvesting even more sustainable.
In 2023, our Sustainable farming charters - the Durum Wheat Manifesto, Mulino Charter, Harrys Charter and Basil Charter - were joined by the WASA Charter, a document that sets out six fundamental rules for farmers and supply chain operators: absence of glyphosates, adoption of best agricultural practices and use of energy from renewable sources are just a few of the key principles of the WASA Charter, which ensures a responsible and sustainable approach throughout the entire rye supply chain, with the ultimate goal of continuously reducing our emissions.
Furthermore, we offset our CO₂eq emissions through projects certified by the international Verified Carbon Standard (VCS) programme. In India, for example, WASA supports the Pawan Wind and Bendesol projects, which aim to increase the generation of clean energy across several Indian states, helping to reduce pollution in the country.
In Brazil, with the Rio Floresta d’Oeste project, we have built a run-of-the-river hydroelectric plant in the rural area of Rondônia, another exemplary initiative focused on energy production from renewable sources.
CONNECTED WITH PEOPLE
Each of the projects we have mentioned reflects our commitment both to environmental sustainability and social responsibility. These projects create job opportunities for local communities, engaging them at every stage of the project, from infrastructure implementation to the construction and management of the plants. People are important to us, and their well-being is just as crucial as the health of our planet.
With this in mind, we also support food education initiatives aimed at raising awareness, particularly among young people. Specifically, WASA supports the non-profit organisation Generation Pep, which works to improve children’s health by conveying the importance of proper eating and an active lifestyle. The launch of our WASA Sandwich Pesto is part of this effort: together with Generation Pep, we have developed a tasty, balanced and convenient product that’s perfect for enjoying on the go.
As a group, we strive to be agents of change that began long ago and continues to unfold each day, to build a better future. We take great pride in being able to do this alongside WASA, since 1999 and for many years to come.
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