Awaresome Develops and Tests a Prototype to Transform the Food System
How will we choose our food in the future when extreme weather events, food shortages, and a lack of information about food content become part of our everyday lives? Together with the research institute RISE and the design agency Boid, the startup Awaresome has developed a prototype called Foodtopia that encourages consumers to reflect on their healthy food choices, using insights based on their own purchase data. The prototype will be presented at a vernissage hosted by Vinnova at Universeum in Gothenburg on January 31.
According to ICA's 2019 Future Report, 40% of consumers want to eat healthier, and a survey conducted by SLU Holding the same year shows that 50% of consumers aim to eat more sustainably. The problem? Many people find it challenging to know how to achieve these goals. Mats Wiktorsson, CEO of Awaresome, explains how the company’s solution addresses this challenge.
"We’ve thought a lot about food and how it impacts us and the planet. We wanted to eat healthier and more sustainably ourselves but realized how complex it was. What’s healthy and good for us might not always be good for the environment, and vice versa. As consumers, it’s difficult to interpret marketing and all the information surrounding food. It has to be simple and convenient; otherwise, no change will happen," explains Mats.
He continues.
“We want to make a difference, so we are building a system that makes it easier to make better food choices, based on how consumers shop and their goals for changing their eating habits. However, this is tied to factors like habits and norms, which makes it quite complex. That’s why we’ve developed a future prototype to help consumers reflect on their food choices and how the situation could look in 2039 if no action is taken."
"Technology and Data Can Provide Better Opportunities"
Since spring 2025, Awaresome has been part of a Vinnova-funded project aimed at developing future prototypes to address the health challenges facing the food system. The project is conducted in collaboration with RISE and Boid, focusing on how data sharing and information can contribute to a more sustainable food system in the future.
“We are facing major health challenges and climate changes that affect our access to food. Our contribution is to show how technology and data can give consumers better tools to make informed choices in an uncertain time,” Mats explains.
Prototype Testing at Balthazar Science Center
At the end of November, an early version of the prototype, Foodtopia, was tested at Balthazar Science Center in Skövde. The prototype is a digital experience that highlights the health challenges we may face when choosing food in 2039, including food shortages, rising prices, and a lack of information about food content. These challenges place high demands on consumers.
The target audience for the test was conscious consumers, and the project team aimed to evaluate the functionality and how the prototype was perceived.
"It was a very rewarding day in a perfect testing environment. The participants provided valuable feedback and suggestions for improvements, which we are now taking forward."
Next Step: Universeum in Gothenburg
The prototype testing has prepared Awaresome for its next big milestone. On January 31, Awaresome, along with RISE and Boid, will participate in a future vernissage at Universeum in Gothenburg, hosted by Vinnova. Together with 30 other prototypes, the project will showcase its solution to the public, businesses, and policymakers. The goal is to initiate a dialogue about our eating habits and how data sharing can contribute to healthier choices. Research already shows that one-fourth of us risk premature death due to unhealthy eating habits.
“We and our partners look forward to engaging discussions and new insights during the vernissage. It’s a fantastic opportunity to demonstrate how innovation can drive real change in society and contribute to a more sustainable future,” concludes Mats Wiktorsson.