Lonely Planet Writer

Norwegian company plans to can and sell 'Preikestolen air' to tourists

There’s no denying that Norway has some of the most breath-taking nature in the world. And now, one Norwegian company is capitalising on the famous fresh air of the fjords, by canning it and selling it to people who want to experience a little bit of Norway when they get back home.

Preikestolen, Norway.
Preikestolen, Norway. Image by Roman Burri

Pulpit Air AS is taking air from the Lysefjord  area around the famous Preikestolen (Pulpit Rock) and canning it so it can be breathed in as a shot of fresh air.

Each 7.7 litre can contains about 160 shots, each of which is administered through a facemask. A can of the precious air will cost up to NOK150 (around £15), but the company’s founder, Benjamin Knupper, believes it’s a price worth paying.

“It started when we talked about air pollution, about how many people die in the world due to bad air,” he told Stavanger Aftenblad. “Many think at first that this is a joke, but it is not. Norway has clean water, great scenery, salmon and the cleanest air.”

While the product is currently being sold in tourist shops, it’s unsurprising that Knupper has ambitions to market the product to consumers in cities such as Beijing, where the air pollution frequently rises to dangerous levels.

Tourists enjoying the views from Norway's Pulpit Rock.
Tourists enjoying the views from Norway’s Pulpit Rock. Image by Marcus Hansson / CC BY 2.0

“Our main focus is on the Asia market,” he said. “But anyone living in cities with polluted air can buy it.”

Pulpit Air AS isn’t the first company to sell such a product. The Canadian firm Vitality Air first began selling fresh air from the Rocky Mountains last year.

But the trend for bottling air isn’t limited to the crisp, clean mountain atmosphere of Norway and Canada. Thanks to UK company ShoreditchAir, homesick Londoners can breathe in a delightful shot of air from Croydon, Brixton, Peckham and of course, Shoreditch, for just £19.99 per jar.