How IKEA made cooking a build-it-yourself experience 👩🍳
Most brands would have launched a new food product.
IKEA did something smarter — they redesigned the experience of cooking itself.
“Cook This Page” worked because it stayed true to IKEA’s core strength: making complex things feel simple and accessible.
All they did was just put some recipes on parchment paper. Place your ingredients, fold the paper, bake. Just a better way to engage with what they already stood for.
That’s the real takeaway: growth doesn’t always come from adding more. Sometimes it comes from simplifying what already exists.
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