How to Fika Like a Swede

03/13/2012

 

Why settle for a cup of Joe, when you can have a cup of Johan? That’s the latest pitch from Kraft-owned Gevalia Coffee. Gevalia, founded in 1853 in the northeastern city of Gävle, Sweden, was bought by Kraft Foods in 1971 and is now a grocery aisle mainstay next to brands like Nescafé. I can’t attest to Gevalia’s historical quality, but what’s available now is barely drinkable. That said, it was recently chosen by the Göteborg newspaper as the “best taste for the value” compared with 8 other commodity coffees.

However, large companies like Kraft can produce engaging ads that may or may not have anything to do with the actual quality of their product. A new campaign for Gevalia is harnessing its Swedish heritage to differentiate itself from all other bad grocery store coffee. In doing so, they’re taking the Swedish concept of Fika to a global audience.

While the video above is an entertaining, but vague introduction to Fika (not to mention annoyingly stereotypical), I recently wrote about this wonderful tradition in a bit more detail. So if Johan has piqued your interest in the art of Fika, you can read more about it—along with much better coffee—over on Nordic Coffee Culture.

During my first visit to Sweden, long before deciding to move here, I knew that I could adjust quite well to Nordic culture due to its lovely traditions like fika—the Swedish coffee break.

For the Love of Fika

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