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This week, IKEA’s United Kingdom branch announced its support for Veganuary, a campaign that challenges participants to go vegan for the month of January and beyond. Ellie Pniok, Commercial Food Leader for IKEA UK & Ireland, explained that IKEA’s alignment with Veganuary is timely as in the last two years, 15 percent more Brits are consuming meat-free foods. “Sustainability is integral to everything we do at IKEA,” Ellie Pniok, Commercial Food Leader for IKEA UK & Ireland, said. “From evolving our food offering and reducing our impact on the planet, to innovating the materials we use in our products and providing easy and affordable ways to reduce waste.”