IKEA expands plant-based menu with new sausage offering from THIS

IKEA has announced the addition of a new plant-based meal to its UK restaurant menus, featuring 'THIS Isn’t Pork Sausages' from the British company THIS. This initiative aligns with IKEA's commitment to increasing plant-based offerings and providing sustainable dining choices for its customers.

The new dish, Veggie Sausage & Mash, is priced at £4.95 and includes three plant-based sausages accompanied by mashed potatoes, gravy, and a leek and cabbage mix. It will be available in 19 IKEA restaurants across the UK, offering an alternative to traditional meat-based meals.

Mark Cuddigan, CEO of THIS, expressed enthusiasm about the collaboration, stating, "We’re thrilled to partner with IKEA to bring our sausages to even more people – two purpose-driven brands working together to serve great food."

IKEA's decision to incorporate THIS Isn’t Pork Sausages into its menu is part of a broader strategy to promote sustainable and environmentally friendly food options. In 2020, IKEA announced its goal to make 50% of the main meals offered in its restaurants and 80% of its packaged food plant-based by 2025.

The partnership with THIS follows a successful year for the plant-based meat brand, which secured £20 million in Series C equity funding and unveiled a new brand identity and updated packaging. Additionally, THIS recently launched two new meat alternatives for Veganuary—THIS Isn’t Chicken Kyiv and THIS Isn’t Chicken Wings—further expanding its product range in the plant-based market.

IKEA's commitment to sustainability extends beyond its menu offerings. The company has been taking measures to make plant-based food more accessible and affordable, including pricing some popular plant-based dishes lower than comparable meat-based products. This approach aims to encourage customers to choose more sustainable food options, thereby reducing the environmental impact associated with meat consumption.

The introduction of the Veggie Sausage & Mash meal is expected to appeal to a wide range of customers, including vegetarians, vegans, and those seeking to reduce their meat intake for health or environmental reasons. By offering delicious and affordable plant-based meals, IKEA hopes to make sustainable eating choices more mainstream and accessible to the general public.

IKEA's focus on plant-based options is part of a larger trend within the food industry, where there is a growing demand for sustainable and ethical food choices. By collaborating with innovative companies like THIS, IKEA is positioning itself at the forefront of this movement, demonstrating that large retailers can play a significant role in promoting environmental sustainability through their food offerings.

As the 2025 deadline approaches for IKEA's plant-based food targets, the company is expected to continue expanding its range of sustainable meal options. Customers can anticipate more plant-based dishes being introduced in the future, reflecting IKEA's ongoing commitment to environmental responsibility and customer satisfaction.