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swedish showcase.

Foods from Sweden benefit from the UK's most dynamic and consistent generic food sampling operation, thanks to the philosophy and success of IKEA stores.

Both the food shops and restaurants in IKEA stores stock a range of typical Swedish foods that help remind shoppers of the roots of this internationally renown Swedish retailer.

"The food is there so that shoppers can learn more about Sweden, which is easier to do through food than furniture," says Tony Bowsher, UK Head of Food Services. "You are more likely to recognise herring or gravadlax as typically Swedish than an armchair, and we want to make sure that the visitors who enjoy a Swedish meal in our restaurants can take the ingredients home."

With 12.5 million customers already visiting IKEA stores across the UK each year, the even better news for all food retailers and caterers selling Swedish food and drink is that IKEA plan to open another 20 stores here in the next 10 years.
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Title Annotation:food sampling at IKEA stores
Comment:swedish showcase.(food sampling at IKEA stores)
Article Type:Brief Article
Geographic Code:4EUUK
Date:Jan 27, 2001
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