By George Anderson
Turnabout is fair play. Others are selling furniture in addition to other products and now IKEA is going to be selling its own brand of food items, including its Swedish meatballs, in its U.K. locations.
The retailer has been selling the same items in its in-store restaurants and, as the company's food services managing director Jan Kjellman said, the packaged items will mean "customers can take home what they have tried in our stores."
The company is looking for its own brand to represent about 30 percent of Swedish-made food skus in its stores within two years.
The retail chain also announced that it intended to move from conventional to organic ingredients in its foods wherever possible. According to a report on the Food Navigator Web site, IKEA is launching organic coffee, strawberry/ orange jam and blue cheese.
Moderator's Comment: What do you think about IKEA's move in Europe into packaged food from its foodservice operation? Is it making the right move in looking to develop a strong store brand presence including organic products? - George Anderson - Moderator