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Ikea will soon have a meatless version of its iconic meatball

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In a year, Ikea sells roughly a billion meatballs. Along with the Billy bookcase, the food is one of the company’s most iconic products. But it plans to soon begin selling an increasing number of “meatballs,” made from plants rather than beef and pork.

The company launched a veggie ball–one that is visibly made from vegetables–in 2014. But the new meatless meatball in development now will follow the path of other products, like the Impossible Burger, designed to mimic meat so closely that they might be mistaken for the real thing.

“What we would like to do is to create an alternative for the typical meat eater that still has a craving for meat,” says Michael La Cour, managing director at Ikea Food Services. “Let’s say, a flexitarian that knows too much meat consumption is not always the best, and I want to do my part, but on the other hand, I love the taste and texture of meat. These are the people that we would like to create an alternative for.”

For the company, it’s part........

© Fast Company