Swedish store Ikea, best known for its furniture, has partnered with popular stop-motion character Tiny Chef to promote the global rollout of its new plant-rich falafel ball.

The launch is accompanied by a series of short episodes featuring Tiny Chef, a vegan stop-motion character that promotes healthy, plant-rich cooking.

The storyline follows Tiny Chef as he visits an Ikea store in search of a spatula, only to encounter a job application. The narrative then unfolded with him joining the IKEA restaurant team as a Food Co-worker and becoming an ambassador for the new falafel balls.

The falafel balls, a plant-rich product designed to mirror the company’s popular meatballs, are made from chickpeas and are positioned as an affordable and familiar entry point for customers interested in plant-rich eating.

The product is available worldwide, including a version designed for children and can be eaten in store at the cafés or purchased as a frozen item to be cooked at home.

The latest launch is underpinned by consumer research, with Ikea’s insights showing that people under 30 were the most likely age group to follow vegetarian or vegan diets, yet only 15% of respondents reported eating plant-based meals regularly.

Across more than 30 markets, Ikea continued to price plant-based dishes at the same level or lower than animal protein alternatives.

Separately, the Ikea Life at Home Report found a strong correlation between cooking together and higher levels of happiness at home, a finding that informed the emphasis on shared, joyful food experiences.

The falafel balls are launching in stores from February.

Top image: © Ikea