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  • Clara Han

Brand of the Week: Ikea's Meatless Meatballs

Updated: Apr 20, 2022

Following on from our not-so health focussed brand last week, we thought we'd take it a bit more seriously this, with Ikea's new meatless meatballs!

What is this meatless meatball?

Over the years, IKEA has become a favoured furniture brand for an impressively wide customer base. Their marketing strategy is successful because it’s original, distinctive and imaginative while also maintaining a clear value proposition. Take their new plant ball, for example. Made with pea protein, potatoes, onion, oats, and apple, it has the great taste and texture of the IKEA meatball but only 4% of the climate footprint. The new plant ball joined the growing family of IKEA meatballs and launched in Europe in August 2020, followed by the rest of the world. The US launched the plant ball in Fall 2020. The plant ball is also available from the Swedish Food Market in their stores.

Follow this link to watch the ad for yourself...

What values does the meatless meatball enable?

From the Swedish national colours emblazoned on its buildings to the sensational meatballs served in its store cafeterias, IKEA sports its cultural heritage proudly. IKEA’s take is lighthearted, through and through. The plant ball dish was served with mashed potatoes, cream sauce, lingonberry jam, and vegetables -- just like the traditional meatball plate. To remind customers’ IKEA meatball fix, they’ve created recipe for customers to create the dish at their homes, which are posted across all types of social media.

IKEA works hard to deliver on their ambition to be climate positive by 2030. One piece of the puzzle is increasing the proportion of plant-based food. Beyond being a delicious vegetarian alternative to the meatball, it also has a dramatically lower impact on the environment -- one twenty-fifth of the climate footprint. According to Sharla Halvorson, Health & Sustainability Manager at IKEA food, “At IKEA, we sell 1 billion meatballs a year. Imagine if we can convert even some of those into plant balls. That’s a real tangible reduction in our climate footprint.”

Thanks for reading! Tune in next week for the newest instalment of Brand of the Week!

All the best

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