Ocado is hoping to tap into the ‘Ikea effect’ by building a Scandinavian shop-within-a-shop featuring almost 140 food items from the region.
In addition to the meatballs and pickled herrings familiar to Ikea shoppers, Ocado has stocked up on less familiar products like Västerbotten cheese, lumpfish caviar, crisp breads (pictured) and Zoéga coffee.
“Scandinavian food has seen a massive rise in popularity across the UK,” said Ocado co-founder Jason Gissing.
“Our latest web shop promises to deliver a taste of Sweden, Norway and Denmark straight to your door.”
The Scandinavian shop, which went live this week, follows the creation of specialty food shop-with-shops for Reflets de France and free-from products.