Some customers can’t get enough of the IKEA experience. The Swedish furniture retailer is now allowing people to bring home not just furniture, but also smells, from its giant stores.
Specifically, IKEA has rolled out a new candle that smells like the Swedish meatballs it serves in its warehouse cafeterias. It’s in honor of the furniture giant’s tenth anniversary.
“For many people, one of the first things that comes to mind when they think of IKEA is their delicious and affordable Swedish meatballs,” Sho Matsuzaki, creative director at Ogilvy, which spearheaded the creative project with IKEA, told the New York Post. “There’s no other furniture brand out there with a food offering that has such a strong following. So for the IKEA Family 10-year anniversary, we thought it would be fitting to create something unexpected that our IKEA Family members and meatball super-fans would love.”
“And yes, it does very much smell like IKEA meatballs,” Matsuzaki added.
IKEA Releases Candle as Part of ‘Store in a Box’ Promotion
The meatball-scented candles, named Huvudroll, are part of the furniture giant’s limited-edition “Store in a Box” promotion. The promotion allows customers a chance to bring home the IKEA sensory experience.
The candle as well as several other items are included in the “Store in a Box.” The mysterious box is part of a sweepstakes marking the 10th anniversary of the company’s US Family program. The loyalty program gives participants rewards and exclusive offers.
The furniture retailer’s meatballs have not been without controversy, however.
Food inspectors detected horse DNA in a 2.2-pound sample of IKEA meatballs in the Czech Republic in 2013. The company recalled the meat promptly. The furniture retailer told the Wall Street Journal that company inspections had found no evidence of horse DNA.
According to the WSJ, food sales make up about 5% of the company’s total revenue.