Swedes love semlor. But every year, thousands go uneaten, ending up as waste instead of a well-deserved fika moment. So how do you turn abandoned buns into a feel-good movement?

During my internship at the agency Jung, I helped create Foster a Fika – a playful initiative that lets people rescue surplus semlor from bakeries through Too Good To Go. Instead of going to waste, these sweet treats find a new home (and a happy stomach).

By tapping into Sweden’s deep-rooted love for semlor and adding a touch of humor, we turned food waste awareness into something people actually wanted to engage with. Because life is too short to waste good fika, or a bargain.