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Consumers chow down on more than 1 billion of Ikea’s famously filling and addictive Swedish meatballs every year, and through the magic of brand extension, fans have been able to buy meatball-scented candles and meat-free plant balls from the global retailer.
Next up is another offshoot of the iconic product with ingredients that include clay, compost and wildflower seeds. But don’t eat this one, humans—it’s not for you.
Swedish Seedballs, a stunt from Ikea Denmark and agency Robert/Boisen & Like-minded, are formulated specifically for insects.
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