From a simple idea to success – the cooling tray that combines design and function

Innovator of the Month, Anna Giss, together with Anne Johansson, has transformed a simple idea into a smart solution that blends function with sustainable design. Their stainless steel cooling tray, made from recycled metal in Småland, is a testament to how innovation and traditional craftsmanship can come together – and become a market success. Discover the story behind their journey.

Anna Giss comes from the finance industry, having worked as a CFO for many years. At one of her previous workplaces, she noticed something that would later spark the creation of Älskaplåt. The empty window spaces inspired her to create something decorative. The result? Metal cacti that quickly caught visitors’ attention. "Can I buy one of these?" was a question she often heard, leading to more products like metal Christmas trees and decorative plants.

The meeting that started it all

Anne, a design and technology teacher, first met Anna during a study visit to the company where Anna worked as CFO. Anne saw great potential in the products and realised how she could simplify and refine the production process. They began working together and, after balancing their new venture alongside their regular jobs, took the leap in 2021 to focus on Älskaplåt full-time. Today, they also run two other businesses alongside this one and are always open to new ideas and products.

A smart stainless steel cooling tray

One of Älskaplåt’s standout products is a cooling tray made from brushed stainless steel that keeps food and drinks cold during serving.

– A customer reached out to us because she saw a need for a cooling tray that didn’t rely on fixed freezer blocks and offered an alternative to existing products on the market. We took her idea and brought it to life, creating a version that, when used without cooling packs, can also withstand heat – making it even more versatile. Thanks to smart product development and the right marketing, it has become one of our bestsellers, says Anna.

Like the rest of Älskaplåt’s range, the cooling tray is produced in Småland from recycled metal. Anna and Anne have successfully designed products that are both functional and stylish – attractive enough to be displayed as part of the home’s interior.

Turning challenges into success

– During the pandemic, raw material prices soared, especially for stainless steel, which put pressure on our margins and didn’t align with consumers' budgets. Instead of raising prices, we focused on increasing production and lowering the per-unit manufacturing cost. This, in turn, led to a strategic decision to invest more heavily in marketing – a move that proved highly successful.

What makes your cooling tray unique?

– It’s the perfect combination of function and design. It keeps food cold, is easy to use, and looks great on the table. When something is visually appealing and part of the home’s decor, it’s more likely to be used regularly, says Anna.

Collaboration with SmartaSaker

– SmartaSaker reached out to us, and we quickly realised how well our products fit into your range. The collaboration has been smooth and effortless from the start, says Anna.

What are your future plans?

– We always have new ideas in the pipeline and look forward to continuing to expand our product range and seeing what the future holds.

Anna’s three tips for innovators: