Metsä Group‘s innovation company Metsä Spring along with Sweden’s Chalmers Ventures and Jovitech Invest participated in a funding round of €1 million to build a pilot plant in Gothenburg for the 3 year old startup Adsorbi.
Adsorbi is a cellulose-based air purification material company that has developed a unique biomaterial (see above photo) for indoor air filters and deodorization products.
This is a development of a new pulp-based product for absorbents to clean the air we breathe. It replaces activated carbon that is used in gas filters in the air filtration industry, which has a high carbon footprint and negative environmental impact because it originates mainly from coal.
Adsorbi uses wood-based cellulose, which is an innovation that has several times longer lifetime than the current filter industry standards and is renewable and recycable. It originates from Nordic forests and captures and stores pollutants with high efficiency because it has a high surface area and affinity for pollutants.
Adsorbi, together with SmellWell and Icebug, has introduced a new generation of Freshener Inserts, also made in Sweden. The product combines Swedish innovation with sustainable production, offering a solution to keep shoes and sports equipment fresh so they last longer.
The SmellWell Freshener Inserts (see above) have been developed in close collaboration with Adsorbi. Sweden’s Icebug is a world leader in grip footwear with a strong focus on sustainability.
The inserts effectively absorb moisture, neutralize odors, and help extend the lifespan of shoes and equipment while reducing environmental impact compared to traditional activated carbon-based products.
