Ikea to Convert All Food to Private Label

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October 25, 2011

Ikea, the Scandinavian chain known for inexpensive home goods and furniture, is ready to put its name and blue and yellow label on the packaged Swedish foods sold in its stores, doing away with all national brands.

In addition to its home furnishings products, Ikea sells roughly 150 SKUS of traditional Swedish treats such as crackers and sweets. These national brand products will be phased out in lieu of similar items bearing the Ikea name.

“People will still be able to find similar products [in the stores],” Ikea spokesperson Ylva Magnusson told the English language Swedish news outlet, The Local. Mangusson cited quality control, supply chain and sourcing as the reason for the shift to private label. “It is a way to take responsibility for people, animals and the environment, because this way we can trace the products more easily.”

The private label line is still in development and will be rolled out at an unspecified future date. The assortment will include a variety of cheese, seven types of herring, three types of bread, liquorice, smoked salmon, caviar spread and crisp bread, according to Magnusson.

The retailer doesn’t break out sales per product category, but the chain’s café and food offerings often rival its home goods in the eyes of shoppers.

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