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Topics: UK Food, News, Social Media
Kit Roberts
IKEA has launched a brand new breakfast option, but many customers are fuming, despite it only costing £1.
When you think of food and IKEA there is only one dish which comes to mind - meatballs.
No trip to the Swedish furniture retailer would be complete without either a domestic argument or a plate of the iconic meatballs in the cafe.
But the retailer also has a full English breakfast option, because let's face it, you would need the energy just to find your way out again.
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The new breakfast costs just £1 on a special offer, an absolute steal, but many people are still upset about one key factor in it.
It's not so much the contents of the breakfast, but more the name of it.
That's because IKEA has decided to pay homage to their roots by calling the breakfast the 'Full Swedish'.
Furious customers have taken to social media, claiming that, in fact, there is very little Swedish about this breakfast option at all.
One highlighted the actual lack of Swedish breakfast options in the meal, writing: “American hash brown and English pork sausages - I think it's a bit of a stretch to call this 'Swedish', IKEA, when there's not a Swedish item on the plate.”
Others were also fuming at the breakfast, with another writing: “I lived in Sweden, this is 500% not a Swedish Breakfast. It’s even far from an English breakfast for anyone not shouting at hotels.”
A third was a little more direct, simply writing: “What? No Swede would eat this for breakfast”
One person even accused the company of not properly representing their country with the food.
They wrote: “That is NOT a Swedish breakfast! Common IKEA you can do better at representing Sweden”
According to Food and Journeys, a traditional Swedish breakfast usually consists of fresh fruits, cheese or cured meat, fresh vegetables, bread, porridge, cereal and coffee or tea.
So, what's actually the deal with IKEA's Swedish breakfast?
It's available from 9.30am to 11am, and the £1 deal is open to people who are family members of IKEA.
You scan your IKEA card at the till and you can claim the discount, with the meal usually costing £2.95 for a cooked breakfast and £2.75 for the veggie option.
For that, you can get a full English breakfast with choices of sausages, bacon, beans, omelette, grilled tomatoes, and hash browns.
However, you will not be able to redeem this offer at certain IKEA locations, including IKEA Café, IKEA Bistro, Swedish Bite, or the IKEA Swedish Food Market, as well as IKEA Oxford Street, Harlow, Norwich, Chester or Aberdeen.
The offer is only available on weekends and will run until 20 December.