Ikea wants to sell people on meatless meatballs

Move, meat.

Ikea strengthens herbal version of its iconic Swedish meatballs – and announced the news the same day as Beyond Meat's meatless alternative brand

BYND, + 1.58%

has gone public with the biggest popularity of one day for an IPO since 2000, which has almost tripled its stock price.

Ikea is also famous around the world for its meatballs. The meatballs are placed just behind the cash registers. Of course, they are a reward for people who have spent their time – and their money – on buying flat furniture and cheap kitchen utensils.

Look also: Beyond meat climbs 163% since its IPO in the United States the strongest since 2000

In fact, the company serves approximately 650 million customers worldwide each year, which represents sales of approximately $ 1.8 billion in 2016. And nearly a third of Ikea's customers say they go to the shops to eat, not to shop.

And while she serves vegan meatballs (called Grönsaksbullar) mixed with chick peas, green peas, corn and kale in American stores, the general manager of Ikea Food Services AB, Michael The Court, said in a statement that the company was working with "vendors to make a more realistic vegan meatball.

Look also: Beyond meat, CEO wants to make traditional animal proteins "obsolete"

All of this is part of the thriving "meat" herbal trend, since a third of all Americans (and 37% of millennials in particular) plan to consume more herbal products over the course of the year. the next year, reports Mintel. Burger King will begin launching Impossible Whoppers meatless products with Impossible Foods later this year from Restaurant Brands International Inc.

QSR + 1.69%

confirmed. White Castle and Carl's Jr. hamburger chains have also begun to grill Impossible Foods herbal pies for their hamburgers.

Nestle

NSRGY, + 0.12%

The largest food company in the world, announced last month the creation of its own herbal burgers in US and European supermarkets at the end of the year. And Tyson

TSN -0.04%

America's largest meat producer, famous for its hot dogs, steaks and chicken nuggets, will also be offering vegan protein soon.

Look also: The meatless Whopper is only the beginning – get ready for tuna, steak and vegetarian eggs

Meanwhile, Ikea did not give more details about the plant-based proteins (or alternative protein companies) with which he works at that time. He plans to test the new vegan meatballs with buyers from the beginning of next year and then distribute them in Ikea coffees around the world.

Last year, Ikea also added a vegan hot dog to its kale based menus, red lentils, quinoa, onions and carrots. According to Fast Company, they sold a million in Europe in the first two months. Last month, European sites began offering a strawberry-free, vegan-free vegan soft ice cream, which should also expand to Ikea's international sites by the end of the year. .

Do not miss: What if you could pack Ikea meatballs without going to Ikea?

Ikea

Do you want to receive news from Europe in your inbox? Subscribe to MarketWatch's free Europe Daily newsletter. Register here.