ICA Sverige launches new health and sustainability product range

ICA Sverige is launching a major restructuring of its product assortment with the introduction of ‘ICA Gott liv’. This new range includes approximately 250 products across twenty categories, such as dairy, whole grains, legumes, nuts, frozen berries, vegetables, coffee, and tea. The initiative aims to help customers more easily identify foods that meet specific criteria regarding nutrition, organic production, and sustainability.

As part of this transition, the retailer is phasing out its long-standing organic brand, ‘ICA I love eco’. Products previously under that label will be rebranded, with some moving to the ‘ICA Gott liv’ range and others being sold under the designation ‘ICA Ekologiskt’. The company stated that the change is intended to simplify healthy and sustainable choices for consumers in their daily lives.