Ikea adds veggie balls to its menu

Known almost as well for its meatballs as its flat-pack furniture, IKEA now wants to draw more vegetarians into its restaurants.

The Swedish furniture giant is launching balls made of vegetables as part of a larger push to expand its food business.

IKEA Group's food division is a behemoth, contributing more than 5 per cent of overall revenue, with close to $1.5 billion in sales last year. More than 600 million customers eat IKEA food every year.

 

Meatballs are the jewel in the food division's crown: IKEA sold a billion of them last year alone.

"The veggie ball is meant to cater to a wider audience and offer more choice," said Michael La Cour, managing director of IKEA's food business, in an interview. "Our prime ambition is to drive visitation to stores."

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