WHAT’S OUR JAM?
Healthy 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 winters would make Jon Snow wish he was back on the Wall) 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.
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
Everyone gets crispbread!
Oprah Winfrey talked about our crispbread in her show. "I really love those little Swedish delights", she said, and the Americans went like mad in the pursuit for our crispbread
2019
100 years old!
Wasa turned 100 years old, and we celebrated by launching a new product called Wasa 100 - 100% whole grain and 100% climate compensated*. After years of work, Wasa is now 100% climate compensated*. Read more about our work in the Sustainability section.
*CO2neutrality in accordance with the Standard PAS 2060/2014. Achieved by means of the WASA-own energy and CO2-saving measures as well as financial compensation through certified projects of the Verified Carbon Standard program.