It Takes Veggie Balls to Try Something New

IKEA Expands on Iconic Meatball Offer

BURLINGTON, ON, April 8, 2015 /CNW/ - IKEA announced today that customers will be able to enjoy a new twist to the iconic Swedish meatball. On April 27th IKEA Canada will start selling a vegan friendly veggie ball in all its restaurants.The launch of the veggie ball is the first step to include a wider variety of healthier and more sustainable food choices. The veggie ball consists of only vegetables and therefore has a lower environmental impact, such as a lower carbon footprint. This is a natural step for IKEA, building on the vision of creating a better everyday life for the many through the company's People & Planet Positive strategy.

"At IKEA, we recognize the key role food plays in bringing people together for the important moments in life." says Stefan Sjöstrand, President, IKEA Canada. "We know that our customers have an increasing interest in responsible practices when it comes to food so we will now be adding a wider variety of healthier options that are produced in a responsible manner."

The new veggie ball, GRÖNSAKSBULLAR, is a good alternative to the loved meatball, which was re-launched in 2014 with a new hormone and antibiotic free recipe. The veggie ball derives its rich taste from hearty pieces of vegetables. The recipe is vegan friendly, made without gluten and will cost $5.99 for an eight piece meal. A new delicious menu of seasonal side dish options will be offered for the veggie ball meal.

"We will continue to serve delicious food, offering a taste of Sweden at affordable prices, while increasing our focus on the aspects of food that are really important to people; which include health and sustainability along with taste and variety. I am proud that we are now serving veggie balls." says Michael La Cour, Managing Director of IKEA Food Services AB.

IKEA's ongoing commitment to offering good quality food at affordable prices includes:

  • Health - We will provide a wider offer of healthy food, with good ingredients including considering portion sizes.
  • Sustainability – We will focus on ingredient choices, responsible production, including good animal welfare. Salmon and herring are important parts of our Swedish heritage. 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 organisation to certify crayfish fisheries.
  • The food experience – During FY16, the IKEA restaurants will be updated to offer a more emotional experience and homey feeling, enhancing 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 business and we will continue to build their knowledge around health and sustainability.

About IKEA Canada:
IKEA is a leading home furnishings retailer with 315 stores in 27 countries worldwide, which are visited by 716 million people every year. IKEA Canada has 12 stores which are visited by over 25 million people every year. Last year the IKEA.com websites attracted 1.5 billion visitors. Founded in 1943, IKEA's business philosophy is to offer a wide range of products of good design and function at prices so low, the majority of people can afford them. For more information on IKEA, please visit: www.IKEA.ca.

SOURCE IKEA Canada

Image with caption: "IKEA’s new veggie balls with organic marinara sauce, rice, black beans and steamed broccoli. (CNW Group/IKEA Canada)". Image available at: http://photos.newswire.ca/images/download/20150408_C7139_PHOTO_EN_14196.jpg

For further information: Madeleine Löwenborg-Frick, National Corporate Public Relations Manager, IKEA Canada, madeleine.lowenborg-frick@ikea.com

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http://www.ikea.ca

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