Thursday, July 23, 2020

IKEA Sustaining the Brand Means Sustainable Meatballs

If success ever left clues within the food space IKEA doing over $2 Billion a year if food sales have left many according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  So, when IKEA announced that it planned to introduce a meat-free version of its iconic meatball as part of its strategy to make its food business more sustainable, Johnson said that’s what dynamic brands do, EVOLVE.
IKEA’s new plant-based meatball, are made with pea protein, oats, apples and potatoes, has only 4% of the climate footprint of the meat version, IKEA added. Are you noticing a trend here this week about restaurants and carbon footprints?
IKEA will roll out the plant based balls in the EU in August, followed by launches in North America, the Middle East and the Asia Pacific regions a couple of months later. So, we ask how is your brand bringing the ‘halo’ of better for you to the consumer?
Sharla Halvorson, health and sustainability manager for the IKEA food business globally, stated, “At IKEA we sell more than one billion meatballs every year. That’s right over 1 Billion meatballs and they are driving change with their key product.

Halvorson continued "If we were to convert about 20% of our meatball sales to plant balls that would mean around 8% reduction of our climate footprint for the food business at IKEA.” The new product replicates the taste and appearance of the meatballs and will be served with mashed potatoes, lingonberries, and cream sauce, similar to the original dish.
The retailer will also offer customers the option to buy frozen plant balls from the Swedish Food Market, and prepare them at home. Alexander Magnusson, chef and project leader at IKEA food, said, “In the development phase of the plant ball our key objective has been to recreate the meat-like taste and texture, only using plant-based ingredients.
“We have tried and tested different ingredients and methods and we are very pleased with the final results.” The plant balls are free from any animal-based ingredients and are therefore suitable for meatball lovers, flexitarians, vegetarians, and vegans, the retailer added.
Success does leave clues and consumers are dynamic not static and brands must be as well.  IKEA, once again is showing us how food retail leaders lead, by acting not standing still waiting for things to change.
Looking for success clues of your own? Foodservice Solutions® specializes in outsourced food marketing and business development ideations. We can help you identify, quantify and qualify additional food retail segment opportunities, technology, or a new menu product segment.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter


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