Ärtig
Product development of a plant-based kladdkaka (Swedish mud cake), from market analysis to final product and packaging. The goal was to create a plant-based dessert using ingredients primarily sourced from Sweden, with a preference for those from West Bothnia. The intention was to encourage the use of native legumes that contribute to the agricultural biodiversity, and lessen the reliance on monoculture crops with a negative impact on the environment, such as wheat.
By incorporating aquafaba (the water from cooked peas) and grey pea flour together with fair trade and local bean-to-bar chocolate, we were able to produce a more sustainable product. This combination of ingredients resulted in a cake with a deep umami flavor and enhanced the chocolate aroma.
Ärtig is an old-fashioned Swedish word that can be translated to "perky" in English. In this project, it was also used as a playful twist with the Swedish word for pea, which is "ärta"
The product and recipe were developed in collaboration with dietician Anna Throm.
The brand’s values are grounded on transparency, natural ingredients of high quality and sustainability. Hence, recycled and unbleached paper was chosen instead of a box with a colourful and shiny surface. Additionally, the window packaging allows the consumer to see what they are buying without the use of images on the packaging itself.
The packaging's interior cleverly resembles a pea pod, serving the dual purpose of securely holding the cakes in place. To harmonize with the rich brown hue of the kladdkaka, a captivating dark green colour was carefully selected. Not only does this colour combination convey a sense of luxury, but it also evokes a connection to the beauty of nature.
