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Play Food from the Future

The theme for the 2019 year’s WIN WIN Gothenburg Sustainability Award is Sustainable Food – an issue of severe complexity and crucial for our survival. Changes in our behavior patterns are essential to achieve a sustainable way of living. ”Play Food from the Future” is a set of 3D-printed toys developed to get kids more familiar with the sustainable foods of the future. Like insects, algae,
and powder.

Direction

Parents might have a hard time getting children to eat their veggies or try new food, but here’s a whole other challenge: to get both children and their parents interested in eating more sustainably. As part of the Sustainable Development Goals,
The United Nations has set a goal to reduce global food waste by 50% by the year 2030. To achieve this, and to make our food habits more sustainable than today, one thing is clear: people will have to start eating things that will take some time getting used to.

Play and imagination is a fun way to challenge people’s attitudes.

What has six legs and goes well with fries?
The Bug Mac.

Creation

To broaden the interest and trigger curiosity about sustainable food, we created a new set of play food toys. The menu is developed with support from the scientist Ingrid Strid at the Swedish University of Agricultural Sciences and consists of insects, algae, food waste, powders, and other nutritious and environmentally friendly food. The toys have a playful, simple design, aimed to spark a discussion around what is considered to be food and not, challenge the “yuck factor” – and hopefully open up both children’s and parents’ minds. Instead of mass-producing the toys and ship them around the world, we’ve chosen a more sustainable option. All of the toys are free to download at playfoodfromthefuture.com. The recommendation is to 3D-print them in PLA, a carbon-neutral material.

Activation

Launched in September 2019.

The project is a collaboration between Happy F&B and Forsman & Bodenfors.
The technology for the toys is developed in close partnership with Cheil Nordic. Photography by Olivia Jeczmyk and Set Design by Anton Thorsson.

A bean, in a bean, in a bean! That’s one mighty bean.

What we did

  • Design applications
  • Naming and nomenclature