IKEA Goes All in on Veganuary
The furniture giant promotes its plant-based hot dogs and meatballs to encourage shoppers to go vegan for the month of January and beyond.
by Anna Starostinetskaya, VegNews
January 5, 2021
This week, IKEA’s United Kingdom branch announced its support for Veganuary, a campaign that challenges participants to go vegan for the month of January and beyond. Ellie Pniok, Commercial Food Leader for IKEA UK & Ireland, explained that IKEA’s alignment with Veganuary is timely as in the last two years, 15 percent more Brits are consuming meat-free foods. “Sustainability is integral to everything we do at IKEA,” Ellie Pniok, Commercial Food Leader for IKEA UK & Ireland, said. “From evolving our food offering and reducing our impact on the planet, to innovating the materials we use in our products and providing easy and affordable ways to reduce waste.”
Vegan at IKEA
Pniok highlighted the vegan options available at IKEA to help shoppers stick with their Veganuary pledge and go vegan beyond January, including its KORVMOJ vegan hot dogs and HUVUDROLL vegan meatballs. “We want to inspire change and enable the many to make more sustainable choices every day,” Pniok said. “Veganuary is a wonderful opportunity for us to do so, highlighting both the environmental impact of making meat-free switches and the easy and affordable changes you can make to do so.”
Last year, IKEA introduced a new version of HUVUDROLL vegan meatballs—made from yellow pea protein, oats, potatoes, onions, and apples—which carry only four percent of the carbon footprint IKEA’s traditional animal-based meatballs. “Plant-based foods need less resources, less water, and less land to feed just as many,” Pniok said...
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