SOURCE: IKEA USA

IKEA USA

April 08, 2015 05:00 ET

IKEA Takes a New Course in Its Food Offering

Veggie Balls First of New Nutritious and Sustainable Offerings

CONSHOHOCKEN, PA--(Marketwired - April 08, 2015) - Today IKEA starts serving its new veggie ball, GRÖNSAKSBULLAR, which is the first step to include a wider variety of nutritious and more sustainable food choices. The veggie ball consists of only vegetables and has a reduced environmental impact; for example, a lower carbon footprint. This is a natural step for IKEA, building on the vision of creating better everyday lives.

While IKEA will continue to focus on offering delicious and affordable food, the company will also add more food options that are nutritious and more sustainable. IKEA menu additions will also be produced in a responsible manner that considers people, planet, and animal welfare, based on our People and Planet Positive strategy. In addition, IKEA Restaurants will be updated to improve the customer experience of IKEA food.

"We will continue to serve delicious food, offering a taste of Sweden at affordable prices, but with increasing focus on the aspects of food that are really important to people: health and sustainability," said Michael La Cour, Managing Director of IKEA Food Services AB. "We have high ambitions, and our journey in this direction has just begun. I am proud that we now take the first step and start serving veggie balls."

The new veggie ball, GRÖNSAKSBULLAR, is a good alternative to the popular IKEA meatball, offering tasty chunks of vegetables and a good protein level to support a main meal. With the veggie ball as the centerpiece, new IKEA food dishes have been developed which include fresh ingredients. GRÖNSAKSBULLAR will be available in IKEA U.S. restaurants (except Carson, CA) starting April 9 for $4.49 (10 meatball plate). The IKEA Swedish Food Market will be selling veggie and chicken balls starting June 30, 2015.

The IKEA new food course impacts these areas:

  • Health - We will provide more food options that include nutritious ingredients and consider portion sizes.
  • Sustainability - Increased focus on choice of ingredients and responsible production, including animal welfare. Salmon and herring are important parts of our Swedish heritage food. By the end of FY15, our restaurants and all seafood at IKEA will be ASC or MSC certified, except crayfish. We are currently working with the MSC organization to certify crayfish fisheries.
  • The food experience - During FY16, IKEA restaurants will be updated to offer a more personal experience and 'homey' feeling, incorporating our home furnishing competence and Swedish heritage.
  • IKEA food co-workers - We want to be a great place to work! Our co-workers are at the heart of our new direction, and we will continuously build their knowledge around health and sustainability.

About IKEA Group

The IKEA vision is to create a better everyday life for the many people. Our business idea supports this vision by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them. There are currently 315 IKEA Group stores in 27 countries. Additionally, there are 40 IKEA stores run by franchises. There are 40 IKEA stores in the US. In FY 14, IKEA Group had 716 million visitors to the stores and 1.5 billion visitors to IKEA.com. IKEA incorporates sustainability into day-to-day business and supports initiatives that benefit children and the environment. For more information, please visit www.IKEA.com, facebook.com/IKEAUSA, @IKEAUSANews, @IKEAUSA, http://pinterest.com/IKEAUSA/, www.youtube.com/IKEAUSAwww.theshare-space.com, www.theshare-space.com/en/Blog

Contact Information

  • For more information, please contact: 

    Mona Astra Liss
    IKEA US Corporate PR Director
    Mona.Liss@IKEA.com
    610.834.0180, ext. 5852