In partnership with SmellWell and Icebug, Swedish startup Adsorbi has introduced a new generation of shoe deodorizers made from Nordic wood.

SmellWell Freshener Inserts provide a durable, low-emission alternative to traditional odour removers like activated carbon. The products will be sold through Icebug’s online store and selected retailers.

Adsorbi, a greentech company rooted in research from Chalmers University of Technology in Gothenburg and backed by the university, Metsä Spring and Jovitech Invest, has created an alternative to activated carbon based on cellulose from Nordic forests. This material generates around 50% lower CO2 emissions – 3.5 kg CO2 per kilogram of material compared to activated carbon which has an emissions factor of 7.5 kg CO2 per kilogram of material.

“We are thrilled to see our innovation contributing to a product that aligns with both sustainability and functionality,” says Hanna Johansson, CEO of Adsorbi. “This collaboration demonstrates the potential of Swedish research to challenge traditional materials.”

    The global shoe deodorizer market is expected to increase from a size of $272 million in 2023 to US $470 million by the end of 2033.

www.adsorbi.com