ICA Kvantum Nässjö Pulls “Naked” cucumbers After customer Backlash
NÄSSJÖ, SWEDEN – An ICA Kvantum store in Nässjö, southern Sweden, has removed from its shelves a trial run of cucumbers sold without plastic packaging, following negative customer feedback. The cucumbers were coated with a protective layer of canola and oat oil instead of plastic wrap,an initiative intended to reduce plastic waste.
The experiment, conducted in select ICA stores across southern and western Sweden during weeks 40-44 (October and November), aimed to offer a more enduring alternative to traditionally packaged cucumbers. However, customers expressed concerns about the oil coating, leading to its discontinuation at the Nässjö location.
“I think people are perhaps a little afraid to try new things. It’s a bit strange with oils and such on cucumber,” William Lundin, the store’s vegetable manager, told Swedish radio. Social media users also voiced criticism, specifically regarding the use of hardened oil as a protective measure.
Despite the negative reaction, researcher Fredrik Rosqvist at Uppsala University argues the criticism is unfounded. “Unfortunately, there is an unwarranted fear and rapeseed oil has unfortunately fallen into bad weather, if we do say so,” Rosqvist told the channel.
It remains unclear whether the same level of dissatisfaction was experienced at other participating ICA stores. The initiative was part of a broader effort to explore plastic-reduction strategies in the retail sector.