In 2040, 9 out of 10 meals
are within planetary boundaries
NUDGING MODEL
Co-designing a nuding model for legumes that is scalable for retail stores
Background
Eating habits are deeply rooted, and it can be difficult to change consumption patterns—especially when people lack interest, knowledge, or financial means.
For more people to eat more plant‑based foods, there must be attractive products that taste good and are easy to adopt. To be inspired to include legumes as a natural part of your daily diet.
Relevance to the mission
The consumption of peas, beans, and lentils is relatively low in Sweden. New methods are needed to help more people include legumes as a natural part of a balanced diet.
Increasing demand for legumes could also contribute to increased legume cultivation in Sweden. Legume cultivation has the ability to improve soil health by fixing nitrogen in the soil, which helps reduce the need for fertilizers and lowers the risk of eutrophication.
Legumes offer positive effects for both health and climate and have the potential to contribute to a more climate‑smart food system.
Idea and need
The project addresses the need to find simple, attractive, and tasteful ways to include more peas, beans, and lentils in our daily diets.
The goal is to develop, together with a local grocery store, a model for how to highlight and inspire increased legume consumption in different ways. This includes producing suitable informational materials for customers and store staff, and evaluating how to work with seasonal variations and different product categories to inspire more people to easily taste and find new ways to include more plant‑based foods in their diets.
Potential
To develop a concept that can be applied by other stores. A yearly activity calendar that can inspire others based on each store’s size and resources.