Världsklok: IKEA Launches Plant-Based Mince That Can Be Used Like Conventional Ground Beef

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Famous for its build-it-yourself furniture, Ikea U.S. has now launched a plant-based cooking staple for make-at-home meals. ‘Världsklok’, translating to “world wise”, is a pea protein mince that can be used to create meatballs and burgers amongst other dishes. 

The move is the latest effort from the Swedish furniture giant to embrace meat-free shoppers. Ikea has cited the new release as part of a wider “climate-friendly food initiative”. It follows Huvudroll plant balls and Korvmoj veggie dogs joining the menu. Ikea has announced intentions to turn 50 percent of its global restaurant dishes plant-based by 2025.

New plant-based mince.

A kitchen building block

Ikea fans are quick to talk about the culture, not just the products of the company. A visit to a store often includes grabbing a meal in the restaurant or stocking up on favourite foods in the market. In recent years, more vegan-friendly items have been added to both. The new mince is, potentially, the most adaptable release to date. “At IKEA, we want to make healthier and more sustainable living easy and accessible,” Monica Van Fleet, food commercial leader at Ikea U.S., said in a statement. “The Ikea Världsklok plant-based mince is great for tacos, tasty burger sliders or a Bolognese sauce.”

Despite being suitable for making meatballs, the mince does not compete with existing plant balls. The latter are listed as being seasoned and containing pea protein along with oats, vegetables, and apple.

The global plant-based takeover

As an international brand, Ikea has sought to add vegan dishes to its menus around the world. The new mince is just the latest product to be introduced to U.S. consumers. Elsewhere, local partnerships and regional cuisine knowledge have led to considered additions. 

In October last year, it was reported that Ikea Indonesia had added a further four dishes to its menu, powered by domestic brand Green Rebel Foods. Recipes were developed with local taste preferences in mind, alongside a desire to “democratise plant-based meat”.

Over in Japan, Ikea partnered with Next Meats to create a gyudon beef curry. The dish was chosen due to its widespread popularity. Next Meats claimed to have replicated the conventional meal perfectly, allowing vegan and non-vegan customers to try a sustainable but regionally popular dish.

ikea plant-based mince
ikeaBurger patties made with Ikea mince.

Ikea pushing for sustainability

Despite an unfortunate connection to illegal logging, Ikea has been making a number of moves to improve its sustainability credentials. 

In October last year, Ikea partnered with H&M to investigate how recycled textiles could meaningfully contribute to 2030 green targets. Ikea has set itself a target of being 100 percent circular by 2030. Only recycled or renewable materials will be used in its products going forward.

Later in the same month, Thailand converted its Bang Yai location into a circular store. Customers are able to bring back used items for resale and browse for preloved items themselves. Extensive waste sorting facilities are in place, with points offered for proper disposal.

The most recent development from Ikea is perhaps its most audacious yet. The company has announced 3D-printed vegan meatballs. They have been developed as a hook for sourcing new tech sustainability professionals. The meatballs are apparently earmarked for serving in store restaurants.

All photos by Ikea.

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