WHAT’S OUR JAM?
Wholesome eating made loud, rough and real since 1919.
CRUUUUUUNCH
WE SAY, KEEP IT SIMPLE
There’s a reason we have used the same four natural ingredients since 1919: food made from good and high-quality basic ingredients simply tastes good.
RYE
WATER
YEAST
SALT
Over the years, the basics stayed the same: how we work, what we care about. And crunchy good stuff.
INTEGRITY,
NOT IMAGE
It started as an idea. A baker in northern Sweden (as in Arctic Circle north, where the sun barely leaves the horizon in winter) wanted to create a simple, good product that was available to everyone. That’s it. Very Swedish.
BALANCE,
NOT PERFORMANCE
A balanced lifestyle doesn’t imply doing everything right. It’s not a rule or a law. Just a form of care, not performance. But it is consistent: every day you need to eat, right? So we like to balance it with surprises and taste. Otherwise, it’ll get boring real fast. We really don’t like boring.
CHALLENGE,
NOT COMFORT
Still not impressed? Fair. No, no, we get it... it’s just crispbread, right? But here’s the thing: we’re happy to be questioned. Actually, we like it. Ask us stuff. Dig around. If we can do better, we will.
You made it to the end? Nice. You’ve earned yourself a little story.
1919
Wasa was born
This was the year the company was founded in Skellefteå, Sweden, by Karl Edvard Lundström. Back then we were called Skellefteå Spisbröd Factory and few of us, or none of us, believed that we would ever become the world's largest producer of crispbread.
1931
A new factory, a new home
In 1931 we moved to Filipstad after K.E Lundström acquired Filipstads Bageri AB. And is still where we remain today.
1950
The kings choice
In the 1950s we became a Royal Warrant Holder. Which, among other things, means that we can have the Greater Coat of Arms as an emblem on our packaging. Only give to products of high quality and who have been suppliers to the royal family for more than 5 years.
1991
Two sides to every crispbread
In a competition, consumers were asked which side of their crispbread they spread the butter on. The back side (the smooth side) won with 3427 votes of a total of 5229, however, it is still a heated debate in Sweden today.
2007
15 minutes of fame
A famous TV host in the US gave us some free PR on their show stating "I really love those little Swedish delights". That night people went crazy for crispbread. Wasa had arrived in the states.