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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