IKEA Gobbles up Brands in Swedish Food Market 
Everyone loves the wafting cinnamony love (if not the high-caloric content) that is the scent of IKEA cinnamon rolls, no question (EDITORS Note 1/7/2012: oops! Maybe not…see comment #23 – has IKEA changed the fabled Cinnamon Roll recipe and/or supplier? S.M.).
And I bet there are some of you who take the edge off by munching those scrumptious little DAIM bars while you curse maddeningly vague IKEA instructions, right? Perhaps you are looking forward to the look on your Swedish in-laws faces when they’ve discovered that you’ve tucked Abba (the herring, not the band) into their Christmas stockings. Too bad for you.
In a somewhat surprising (but then again, not really – IKEA doesn’t carry other brands of, well…anything) move, IKEA has announced that it will stock only IKEA-branded food in its IKEA Swedish Food Markets. In addition to making this move to only store-brand foods, IKEA is also expanding the Swedish Food Market concept and introduced a much larger open-plan SwedeShop. Reactions from the Swedish Embassy, plus pictures of the new Swedeshop concept inside…
IKEA Drops Swedish Food Brands
“Of course, IKEA has to do what is good for their company,” said Lennart Killander Larson, the Counselor for Trade Promotions for the Swedish Embassy, who we spoke with at IKEA while he was on his way in to the SwedeShop to pick up some Swedish goodies of his own to bring home. However, he agreed that there are a large number of Swedish Americans as well as Swedes living in the US and presumably other parts of the world who rely on IKEA to bring a taste of home to their local marketplace. Whether IKEA’s branded food items will satisfy those culinary desires is left to be seen.
Wendy Rogers, the local marketing specialist for IKEA Woodbridge, confirmed that some of the items in the food market would be made and packaged by IKEA to replace those Swedish favorites like Anna’s cookies, Kex bars, senap mustard and Abba herring in mustard sauce. Some would be made by the manufacturers of those products and then simply packaged and sold by IKEA. The trouble is, no one knows which is which.
New Swedish Market Open
A larger, more open footprint and more of a grocery store feel is key to the new Swedish Market concept at IKEA. The new market takes up a large percentage of the front-end floorspace beyond the checkout registers and is a focal point while standing in line. Front and center is the cafe, from whence the devilish cinnamon bun scent wafts, and of course if you’re not tempted by sweets, there’s always the 50¢ hot dog deal or cheapo froyo, on a cone or in a cup (some stores even let you make a float!)
More cold cases offer ‘Grab and Go’ beverages, frozen Kottbullar (swedish meatballs, of course!), stinky cheeses and more. Pallettes of crackers, cookies and candies fill open spaces between the high-stacked wall shelves holding pounds of coffee, Swedish pancake mixes and chocolate. One thing’s for sure – they won’t be running out of stock any time soon…
Will you be affected by IKEA’s move to only sell IKEA branded food in the Swedish Food market? What Swedish food items will you be missing?
Tags: IKEA Food, Swedish Food
That’s interesting, I suppose it does fall right in line with thier current business model to brand their own food products. Plus Aldi has proven people will buy from a single brand store if the price is right.
But the grocery section never seems to be getting much attention when I’m in the store. I wonder if it’s really worth it to make it bigger and try to increase the variety of items to get people to shop there.
This is a very worrisome development. In recent years, I’ve been so happy to be able to count on IKEA to find favorite items. The threat of taking away that choice to satisfy some department head’s pet marketing initiative (my guess anyway) feels like an enormous slap in the face to loyal customers. I suppose I will take a wait and see approach, but if it ends up having a serious negative impact on quality or selection, I will have to turn back to other online sources. It will seriously impact my feelings about IKEA and desire to shop there for other products. The food is my favorite part, so if they don’t have what I want why continue to shop there. I’ve also noticed hpw generic and Americanized the product has become in the restaurant. Very disappointing.
I don’t think it will have a big effect on me. I mostly buy the marabou chocolates. Lingnonberry preserves can be from the ikea brand. What disturbs me most recently is that Ikea Germany sells the crappiest miserable excuse for a cinnamon roll that I have ever seen. I have literally stopped at Ikea to buy a package of cinnamon rolls in the past and what they are selling in Germany now, I wouldn’t eat if thy were free on an airplane. I hope this is not a global trend. The awesome cinnamon smell even made the checkout lines tolerable. This is becoming Walmart-like prepackaged danish–I am not a fan.
This is highly disappointing and yes, a slap in the face to loyal customers. In the past I would specifically go to IKEA to pick things up for my Swedish husband– household cheese, prinskorv, Bilar, crispbread. If I was going, I’d eat lunch there with my kids and walk through the marketplace and inevitably buy something. Now I have little reason to go there and will have to order from Swedish import stores.
This move to only sell IKEA brand food items is very disappointing. I’m a Swede and I have now lived in Minneapolis for 12 years. I used to go to IKEA on a regular basis to get my favorite Swedish food items and usually spending $50-60 every time. I went this weekend and could not find much of anything that I like. The assortment of items was so much smaller than it used to be. I only spent about $10 on frozen cakes and skorpor.
I miss Ekströms fruit soup mixes and Marsan vanilla sauce, ABBA’s Kalles Kaviar, Delicato pastries, Kavli Räkost, Hönökaka, Polarbröd, Ahlströms Bilar, Marabou chocolates etc. I did not find any Swedish cheeses like the Västerbotten and Prästost.
At IKEA I also used to buy the US made Swedish style Bond Ost with or without caraway seeds. I used to buy the Lars Own (a Chicago importing company) brand items like salt licorice candy, yellow peas, brown beans and for Jul I also get grötris.
I hope IKEA would sell the good variety of Swedish food items again. It will be hard to find many of these items elsewhere.
I have resolved not to buy *anything* of your cheap, bad tasting house brand products from IKEA’s Swedish Food Market until you start selling the real(!) brands again.
This will also mean that I will not “take the opportunity” and walk through the store while I am visiting. I.e., I will get paper napkins and candles and kitchen utensils and what not from other stores as far as possible. After all, it is quite a chore to get to the IKEA “barns” out in the sticks.
So, Mr. Kamprad, your direct reports have cut the saw into the branch you are sitting on.
Nils Morner, Amsterdam
Very disappointing decision by IKEA! We are several of us here in New York that would go to IKEA in the weekend to get a taste of Sweden and buy some foods with us home. We would go there solely to buy food, but as we all know strolling down the aisles you always something else you pick up at the same time. Now when they have changed in to their own branded food often not made in Sweden we have all stopped our weekend trips. If their own brand would be similar to the brands we are familiar with from Sweden there would not be that much to complain about but IKEA’s copies are at best barely eatable but not tasty. They have no similarities in taste to what we are looking and craving for when we think we are going for Swedish food. This is not Swedish food anymore and they should stop marketing their food shop as Swedish. Think it’s a shame that Sweden allow them to associate themselves with Sweden since nothing anymore is very Swedish about IKEA except the blue and yellow outside walls.
Hearing that most food shops around the world are more or less empty of customers nowadays will hopefully give IKEA the wakeup call they need and bring back the food brands we all want and not their own badly made copies.
I really couldn’t care less what the brand is,if only the quality and taste was the same or as good. I have tried a lot of the new IKEA brand products, and with one possible exception, they all fall far short of the products they replaced. I used to go to the food shop at least once a month and spend at least $40-50 each time. It looks like I’ll be saving some money, since these aren’t products I can get anywhere else.
Yes, it is sad, it is true… and we are angry!!! And we want IKEA to reverse their decision.
In 2009 217 million customer loved Swedish food to a value of € 1 028 million globally. What business wouldn’t want a piece of that cake? IKEA certainly does. In fact they don’t want to share, they want it all and they want it now.
And they are replacing the food from external suppliers with their own brand. IKEA’s own brand has no name but is characterized by the package content in IKEA’s font, such as: meat balls, marinated salmon, lingonberries etc.. If you are kind, the packages can be described as simple and uncluttered, but in reality they are boring, uninspired and only contribute to a negative desire to buy.
That we no longer easily can buy our favourite food hasn’t gone unnoticed and we are a a few brave around our globe that via Facebook groups and emails to IKEA tries to get IKEA to re-offer the foods we love and crave.
In their customer friendliness IKEA go through great lengths to answer us and their answer goes along the lines of “thank you for contacting us pointing out you don’t appreciate our new food, but don’t worry, we are developing more of that food, so welcome back and buy more of the food you already said you don’t want.”
The fact that their response in reality is a defamation of the famous brands that were sold earlier is another question.
What these IKEA branded products really means is that IKEA hasn’t grasped the fundamentals: that such a brand to a higher extent than anything else reflects the company and its values. Your own brand should be the equivalent of what the “LBD” is to your wardrobe – it doesn’t have to be exiting, but it should work in all situations and always be “correct.”
But IKEA hasn’t chosen to represent itself as “correct,” IKEA has gone the opposite way. In what can only be regarded as an expression of unmitigated greed they throw out beloved products only to replace them with inedible product and that doesn’t represent Swedish culinary tradition. In identifying and defining yourself as a company that rather sell your own bad brand than good products from external vendors, you just identify yourself as a company whom simply don’t care about your customers.
According to IKEA the new food is based on their own recipes, the ingredients are organic and the packaging is biodegradable. Well, that’s excellent. But had they done any testing, they would have realized that they haven’t succeeded with the basics – to provide edible food.
While there is something almost liberating with this kind of overwhelming arrogance, particularly in today’s economic climate, it is puzzling that IKEA seems unconcerned with the bad-will they incur with their actions.
Today IKEA’s only contact with Sweden is their blue and yellow walls. They should bear the consequences of their actions and paint them grey.
No no no and again Nooooo! This is the most insulting and asinine move of IKEA ever! In NJ they have audacity to tell me that Swedes do not eat Kalle’s caviar anymore, all swedes now eat crab pate instead. Since when has Sweden been known for lobster or crab??? Why are ikea employees in Nj telling me about Swedish eating habbits??? Me: where is the Kalle’s caviar?? Emp: here it is in this tube! Me: no that is not kalle’s! Emp: yes it’s the same thing me: no it’s not that is pate! Not Kalle’s caviar Emp: All the swedes eat this now!
I think you can see my frustration!
At this point I will Boycott ikea of everything, including furniture. They should take down the Swedish flag outside since they are so ashamed of Sweden. Ingvar please renounce your Swedish citizenship and get à Swiss passport instead Since that is where you live these days anyway.
I am a lifelong fan of IKEA and I say BOYCOTT the Swedish food market, which defacto is no longer swedish at all. All in the name of profit. Low cost food = low quality and a taste, that’s well… really not swedish anymore. Whoever decided to do this has incredibly poor judgement and doesnt realize that the Swedish food market with Swedish brands, made in Sweden and good quality was a real draw for expat Swedes and non swedes alike and contributed to building the IKEA brand in a good way. Now its fake, cheap and nasty. So no more extra trips to IKEA for me.
Please people wake up!
My drove home from IKEA took me past Walmart. Walmart’s store sign was also in blue and yellow. Perhaps they sell Anna’s cookies or ABBA’s records. That would make them more of a ‘Swedish’ destination than IKEA.
The food market with it’s European BRANDS were, for me, a large part of what seperated IKEA from the competing big boxes. Atmosphere! The change is perhaps a good thing – I now subscribe to Ekstrom’s rosehips and Swedish hardtack on Amazon. For everything else there are good alternatives closer to home. This is probably a plus for the enviroment.
I thought the purpose for the Swedish store was to bring a taste of Sweden to the IKEA customers abroad by selling food popular and unique to Sweden. To replace all these food brands with a generic IKEA branded products completely defeats the purpose.
No more Marabou chocolate, no more Kalles caviar, no more Hönökaka, no more Ahlströms Bilar, No more Marzan vanilla sauce, NO MORE SHOPPING AT IKEA.
Please bring back our Swedish food to the Swedish Market.
I have been an Ikea customer since I was a little child back in the 70’s.
I was so excited when Ikea opened up stores here in the U.S. It made living abroad a little easier. I go (I mean went) there regularly to stack up on some of our swedish staple food. The last couple of years they even sold julskinka (Swedish Christmas Ham), which was awesome!
Well that’s all over with now. I have to start order my swedish food online again.
Oh and Ikea, you can’t give us Julmust and then take it away again! That is cruel and unusual punishment!!!
I have no longer a connection with Ikea.
You’ve lost me as a customer.
I’ve stopped going to Ikea now they don’t sale my favorite food items. What a joke I used to love glogg now its history.
I did not welcome this change because several branded items were favorites, and a particular type of rye cracker was available nowhere else. The Austin/Round Rock store has a very tiny food area, and it’s location on the ‘wrong’ side of the checkout makes it inconvenient. To buy, you either have to go only to the food market, or you have to find somewhere to stash your other purchases in a busy area with lots of foot traffic while you shop the food market, and then have to stand in line again with the cafe patrons (lots of little kids running around and people dithering over their orders). So it isn’t surprising that it was not a popular area of the store: it is positioned entirely wrong for most shoppers. I hope this is addressed in the remodeling and expansion that has started for this store.
That said, I have noticed a positive change. It seems IKEA foods are systematically eliminating unneeded colors and preservatives. This change I welcome whole-heartedly. On my last trip, I noticed the absence of these chemicals from the labels, and in one case was able to do a direct comparison of a product I purchased a while back with one I just purchased (gooseberry preserves) and verified that the preservative – potassium sorbate, which is not “too” bad – had been removed from the ingredients. WIN!!! It is becoming nearly impossible to find reliable sources for real food free of chemicals, and if this is the direction IKEA is trending and the reason for this change has to do with quality control and preferring not to poison its customers, I say “curate well, and bring back the best.”
Very interesting! We always read labels, but hadn’t the perspective that you do with regard to what USED to be there that’s missing now. If indeed that is the reason for the change, I too approve it wholeheartedly. It’s hard to find good food to eat these days with all the unnecessary crap that’s put in it!
Susan
Took my family to IKEA for shopping and lunch yesterday and discovered that they no longer carry glogg nor julmust… This is a mistake on their part with their misguided brand revamp, and I hop it comes back and bites them so they’ll realize the error of their ways… One less reason to give ‘em my money now. :(
Please ikea can’t you see, we’re all of us, all around the globe begging you to bring back the real swedish food that we were so hooked on, at least the kalles kaviar. Please!?. I’m a half swede living in Rome, Italy and I’m literally distraught, as are my argentian new yorker friend, my columbian Mexican friend, my Italo Belgian friend, my shanghai Australian friend (you get the jist?) we used to love that food hall, we made pilgrimages there. But. Never. Again. :(
Just another example where Ikea thinks more of profit than customer satisfaction. It is even close to false advertisement as some customers might think the generic brands are authentic Nordic food while it’s produced by non-Scandinavian companies.
Not to speak of that their generic chocolate taste like cardboard.
This is soooo disapointing. The food was the main reason I visited Ikea. Unbelievable stupid decision. Makes you wonder if you can bring up a class action law suite for falsly advertising the “SwedShop” as a taste of sweden? All I’m tasting is cheap German adventcalendar chocolate…waxy and nasty…
Anyway, if you live near by a World Market (or Cost Plus) you can pick up your Julmust for about $2 per bottle. I don’t remember the brand (Gus…something) but waaaayyy tastier than Nygårds that Ikea used to sell.
God Jul!!
My daughter and I visited the IKEA in Phoenix, AZ recently. It was a rather disappointing experience, none the less. The store has become more of a glorified “Sam’s Club” with all the generic IKEA brand name foods being sold in their marketplace. No more good real brand name Swedish foods such as Marabou chocolates, ABBA ansjovis, kalle’s caviar, and gingerbread in tins (what a surprise for the holidays!). We had lunch at the restaurant and ordered the Swedish meatball combo. The meatballs were AWFUL and had no real taste to them. How misleading to sell products that claim to be of Swedish origin when they clearly are not. IKEA should bring back the Swedish brand name foods and focus on the quality of their foods. They should be ashamed of themselves. What was once unique is just commonplace.
Once upon a time, IKEA was proud to export Swedish traditions, it was part of their concept. I remember back in Paris in the late 80’s how me and my friends hasted to IKEA on Lucia morning, just to see the Lucia procession. All the bookshelves were stocked with Swedish literature, and many beautiful typically Swedish Christmas decorations were to be found. At this time a year, a traditional “smorgasbord” was offered, one of the better ones in Paris at that time!! And last but not least, the Food Boutique offered all the goodies with a taste of home. Whenever the feeling of home sickness was too strong, a trip to IKEA was the remedy! Swedish as I am, I was proud to be linked to IKEA, a special company with special values.
Later, having my own family, now living in the US, IKEA was until recently a very important part of our traditions – before the holidays, a special family trip was made to stock up on julmust, ABBA’s herring, cheeses etc. Also we made many trips specifically to buy Marabou chocolate, Ahlstroms bilar, Kex Choklad, Knackebrod and other Swedish treats – and of course, while we were there, we enjoyed a Swedish lunch of meatballs and a stroll around the store, always finding something to buy. IKEA felt special in its way to generously export Swedish (food)culture, and was essential in enabling me to raise my children with a Swedish twist.
I was very disappointed to learn that IKEA is now only stocking IKEA branded food. No more Jul must, no Anna’s pepparkakor, no Kex Choklad, no more Dajm, no more Ekstroms soups and sauces and the list goes on. IKEA that once was so special in it’s pride to be Swedish, of the Swedish culture, proud to provide a taste of Sweden to the rest of the world, now feels like just another furniture store. I have tried some of the products now offered – julkola (no flavor, was supposed to be chocolate), notchoklad (very waxy and cheap, no comparison with Marabou), remmar (no flavor), mustard and lingonsylt are ok. Nothing this far that justifies the one hour trip to IKEA…
It was a regrettable decision to take our well known brands out of your distribution. I urge you IKEA, please bring our foods back! To many of us, it was more than just food, it was a taste of home!!
Sincerely,
Tina
Hello,
Went to Ikea 2 days ago (1/5/12) and someone has taken the delicious cinnamon rolls of before and replaced them with quite UN-delicious, VERY small imposters.
I don’t know if this was a cost-cutting measure from up the corporate ladder, but if it was and the customers are under that ladder then we know someone up there has a bowel problem.
Ikea, please bring back the previous cinnamon roll/icing recipe of old and “poop-can” the new recipe, materials, and the yaw-hoo in your office who thought these “new things” would be a good idea.
Thanks,
P.H.
The food now is a joke. I used to go there once a month and buy at least $100-150 worth of food, and not to mention all the fabrics, dish brushes, photo frames, kids stuff and lamps I picked up on my way through the store to get to the food shop. Going to ikea is something the masses of swedes in Australia do when they get homesick. If I get homesick now, I might as well go to Coles or Woolworths as they stock pretty much all the stuff ikea now offers. Because hardly any of us ever go there just to buy furniture. And I have finished my business with ikea.
Luckily Nordic Fusion has some Swedish food, and there is an online shop that offers some Swedish foods to. At least this will be god for them as they will see a massive increase in sales!
Shame on you ikea
Oh, and I forgot to add to previous post that even if I wanted to buy the ikea brand Ginger bread biscuits and the other biscuits they now sell, I cannot. I mostly bought the mor Annas pepparkakor, and göteborgskex etc for my daughter who suffers anaphylaxis if she eats anything containing dairy, eggs and nuts and even traces of these allergens will bring on full-blown anaphylaxis. Everything ikea now sells “may contain traces of…” one or more of these allergens.
I tried the gingerbread biscuits and they just tasted of sugar. And the “kaviar”?!?? I took it back, it wasn’t edible. The guy serving me was very apologetic and said they had hordes of angry swedes through daily. Feel sorry for the ppl working there, it isn’t their fault…
At least I will save lots of money, have to see the positive side too. Massive saving on money for us, especially since the trip to ikea took us at least an hour each way.
At firstm I reacted positively and with anticipation that IKEA’s food market were expanding. But, came to realize they label everything IKEA brand and with this move, we never knows who make this and that. I am a swede myself and love sill (herring) and was thrilled to see the price drop on those jars BUT, I will never buy those again! They are so horrible and whoever made the herrings must have done it in a very cheap way. I would suspect all of the varietes were prepared in single large batch and then divided with sauces added for, shall we say, flavor. The chocolates are gone and replaced by “never buy again” lousy tasting replacements. Same thing with the paste in tubes, horrible! What happened to all the other very swedish name brand food? Gone and not even replaced! Wonder if it is for political reasons the embassy said good things about the expansion? All my other swedish american friends totally agree with me and they too, are no longer buying there.
Let’s do a petitiom! Let’s boycott IKEA! Let’s bring in media! Let’s bring in king and queen along with ambassador to sample all IKEA food! Let’s tell all our friends not to buy there!
I had known this was coming from this past summer. I’m not Scandinavian but I’ve always loved being able to pick up various Swedish foods at the market. It just made the whole trip to IKEA even more fun.
The Swede Shop manager at my store and I started to know each other on a first name basis from my monthly visits. I hadn’t bumped into her for a few months, but in June I saw her again and she had divulged to me the corporate plans to remove all non-IKEA products. She really wasn’t happy about it herself. The store definitely received regular business from Swedes and other Scandinavian expats in the region. I don’t know how many would make the trek just to get the IKEA branded stuff.
I’ve bought the IKEA branded lingonberry jam, pannkakor, meatballs, etc in the past and these were totally fine. But it was great that they had real authentic Swedish brands as well. It was a happy balance, I thought.
This might make them a little extra money since they’ve pushed out all competing products, but it’s a bad PR and business move. People that frequented the Swede Shop on a regular basis did so because of the variety of products offered. I really wish they’d reverse this decision. They’re probably going to lose out more on people who went just for the food and ended up buying glassware, dishes, lamps, etc.
Maybe they’ll reverse the decision in time but I’m not holding my breath.
Incidentally, I hadn’t made it to IKEA from June up until last week, but I didn’t get a chance to browse the Swede Shop to notice what’s changed yet. It definitely is disappointing they won’t have stuff like julmust anymore either…
The last time I was in the Ikea Swede Shoppe last year, I already noticed the writing on the wall! Little by little, the Swedish authentic made products that I have come to love were disappearing from the shelves..and replaced by cheap generic ones. Please reconsider this terrible and irresponsible decsion or the loss will trickle down to other areas of profit for your company. I can tell you I used to go every week almost to the Elizabeth NJ Ikea to buy the foods that I love and crave and to walk through the storerooms..but now have little desire to do so. The generic lingonberry sauce that I purchased with my hard-earned money has left a bad taste in my mouth along with everything else.
I am very disappointed about IKEA stop stocking Swedish food like Kalles Kaviar, “Hjortron sylt/cloudberry jam”, Daim, cheese…
I went to IKEA just before Christmas to buy food as I wanted to have a kind of Swedish Christmas but they didn’t have any of the food, I thought that it must be that they run out of stock for the Christmas season.
I live 3 hours from IKEA so I don’t to get there so often but last weekend we went up the coast so my husband let me go to IKEA to do what I thought should be a bigger food shopping but nothing of what we came for was there except the Swedish hard-bread.
Is IKEA going to replace Kalles Kaviar with a home-brand Kaviar? When I asked the staff why IKEA don’t sell it any more they said IKEA only going to sell their own brand. She said to me to buy their IKEA brand of Lax Pastej instead of Kaviar [she must be joking], she can never have tried or eaten Kalles Kaviar and/or tried the Lax Pastej, cause if she had she shouldn’t have suggested that, – the taste isn’t even close to each other.
I am disappointed about the Swedish food are going because to be a Swedish who is living here in Australia & can’t get back to Sweden very often (twice in 20 years and I came here when I was 27)I have had my joy in the small stop to IKEA to buy my Swedish food.
I don’t mind if IKEA make there own hombrand Kaviar, lollies, jams …
as long it taste the same or very similar. The Ikea’s equal to Daim didn’t work I tried it and must say I was very disappointed it didn’t tasted like Daim at all. It was a staff who said that this is IKEA’s equal to Daim.
I expect food to taste almost the same if it meant to be equal to something else it replaced.
Although I had preferred the original food brands because that shows more of Sweden to my Australian Friends than what IKEA brand does.
Like others here, I’m deeply disappointed. My wife recently made a trip to get Kalles Kaviar and other treats we enjoy we can only have when we go back to Sweden. Now that IKEA has stopped carrying that, 90% of our reason we went to IKEA in the first place has gone away.
I can no longer recommend people go get the food at IKEA since it’s not authentic either. Marabou was swapped by some junk made in Germany (I call it junk because I love marabou and didn’t like the german one at all), and I’m certain the chocolate isn’t the only thing to suffer.
I suppose the numbers will show if this was a good move for IKEA. I hope people stop buying it as a result, and that it will be brought back.
Is there a good point of contact to write and give feedback to?
I am a Scandi who has lived abroad the past 15 years. During this time I have always had Ikea as my home food life line in Australia, Hong Kong, UK and the US. I am absolutely dumbfounded to see Ikea to ditch all the well known and loved food brands and replacing them with cheap and nasty by products.
I used to make special monthly trips to Ikea with an average spending of US$100 on food alone. Well, no more of that.
No more Kalle’s Kaviar, Abba Anjovis, Kex, proper herring – especially Abba Matjes-, Dajm, Marabou Aladdin at Christmas time, Felix dill pickles and red cabbage, the list goes on…..
What’s wrong with Ikea? I am not going back even for a packet of candles,until their food market improves.
Like Daniel says, is there a direct point of contact at the Ikea HQ we can contact?