The furniture giant IKEA is bringing its hugely popular plant-based hotdogs, which last year sold over a million in just two months, into stores for shoppers to cook at home. The product, named KORVMOJ, has already sold 5 million in IKEA’s onsite restaurants, and now the company are hoping to cash in further with the ‘take home’ product.
KORVMOJ is made from kale, red lentils, carrots and ginger and comes in packs of ten. It is being launched in Swedish Food Markets, the Swedish food section in IKEA stores, and is being rolled out across the rest of Europe from this March and April. IKEA stores in North America and the Asia Pacific region will follow. According to the Swedish company, the carbon footprint of the veggie hot dog is approximately seven times less than that of the classic hot dog.
IKEA told vegconomist in an interview in July 2018: “We are observing that alternative lifestyles and diets are becoming more and more popular, and the demand continues to rise. We are eager to follow trends and are happy to meet the challenges that this presents for us as a company”.
Michael La Cour, managing director IKEA Food Services AB states, “When starting the development of the veggie hot dog, we asked ourselves: Has a plant-based hot dog the potential of becoming as loved by the many as the traditional hot dog? For me the success of the veggie hot dog in the Bistro and now the launch of KORVMOJ confirms our hopes and really lifts this plant-based alternative to the same level as our iconic hot dog.”
