This Swedish Convenience Store Hot Dog Contributes to Climate Solutions

As the United Nations Climate Change Conference, COP28, ends this week, the need for a green transition is more obvious than ever before. The conference has shown that every step to a more sustainable climate counts. As part of its environmental initiative, the Swedish convenience store chain Pressbyrån has developed 'The Transition Hot Dog' that aims at shifting consumer preferences to more sustainable alternatives. It does so by gradually transforming the consumers’ culinary experience from a meat to a plant-based meal. Thus, in just five bites, hot dog consumers can contribute to the climate solution.  

Not only is the campaign created by Åkestam Holst NoA. The award-winning Swedish agency also came up with the idea for the ground breaking innovation of this new product that carry a green message and contribute to a more climate friendly future at the same time. The product and the campaign are parts of Pressbyrån’s work towards establishing a more sustainable business model. 

A world-unique innovation - from meat to plant-based in five bites This hot dog, a world-first innovation produced by Pressbyrån and Åkestam Holst NoA  in collaboration with Peas of Heaven, transitions gradually and seamlessly from 100% meat in one end, to 100% plants in the other. The first bite is entirely meat, with the change unfolding in the second bite. By the third bite, you’re halfway through the transition, and by the fourth, you’re nearly there. The last bite, including the casing, is entirely plant-based. 

“Meat production and its associated activities, such as fertilisation, transportation, deforestation, and feed production, account for a significant portion of global greenhouse gas emissions. Researchers estimate this to be up to 15%, which is more than twice the emissions caused by all cars in the world. Therefore, we want to make it easier for our customers to gradually consume less meat and thereby contribute to a more sustainable planet,” says Lennart Schultz, the marketing manager at Pressbyrån and PBX. 

The Transition Hot Dog is a playful comment to the climate debate, but also a serious statement. “Of course, those who want to eat meat should be able to do so, but we want to challenge both ourselves and the industry to find new paths to sustainable choices. And inspire more people to try vegetarian alternatives,” continues Lennart Schultz. The Transition Hot Dog is available in select stores across Sweden. The campaign will be visible in Pressbyrån’s stores and in an integrated campaign.