ICA Launches 'ICA Gott liv' Product Line to Simplify Healthier and Sustainable Choices

ICA, one of Sweden's leading grocery retailers, has introduced a new product line called ICA Gott liv aimed at helping consumers make healthier and more sustainable choices effortlessly. This initiative, launched in October 2026, features around 250 products spanning approximately 20 categories, including dairy, meat, whole grains, legumes, nuts, frozen berries, vegetables, coffee, and tea.

The ICA Gott liv line is designed to provide clear and accessible guidance without requiring consumers to have specialized nutritional knowledge or rely on third-party certifications. Products are selected based on adherence to national dietary guidelines and strict sustainability criteria, focusing on taste, quality, and affordability.

Distinctive packaging prominently highlights product attributes and certification marks such as EU Organic, KRAV, Fairtrade, and Rainforest Alliance, making it straightforward for shoppers to identify items that align with their health and environmental values. The offerings are organized into two main categories: Health, which emphasizes approved nutritional and health claims, and Sustainability, which addresses organic production, Swedish origin, and social or environmental sustainability.

The new ICA Gott liv range replaces the previous ICA I love eco line, which is being gradually phased out. Some existing products from I love eco are transitioning into the ICA Gott liv brand if they meet the new criteria, while others are being redesigned under the ICA Ekologiskt brand. Initial products are already available in stores with further additions expected throughout the fall.

Susanna Liljeblad, head of EMV at ICA Sweden, remarked, "We want to make it easier for our customers to choose better in their everyday lives," highlighting the company's commitment to simplifying healthier and more sustainable consumer choices through this comprehensive relaunch.

This product line represents ICA’s broader strategy to meet growing consumer demand for transparent and responsible grocery options, reinforcing its role in promoting a healthier lifestyle and environmental stewardship in Sweden’s retail market.