The 2016 Electrolux Ideas Lab is focused on the search of innovative ideas to inspire healthier, more sustainable home cooking. The winner will receive a 10,000 euro cash prize and an opportunity to transform their idea into reality. The theme is of great importance all over the world: consumers today search to source local produce, share meals on social media, travel for new tastes in gastronomy and buy more cookbooks than ever before. At the same time, food is increasingly recognized as a global sustainability challenge in terms of food waste, CO2 emissions, and health issues such as obesity, diabetes and under-nutrition. «With Electrolux Ideas Lab – explains Jonas Samuelson, Electrolux President and CEO – we are aiming to trigger creativity and out-of-the-box thinking around matters relating to the home and everyday life. The competition celebrates the creative minds of participants and enables them to take their ideas even further.» Innovative ideas can run through different areas, from smartphone apps to food-sharing programs, from innovative recipe collections to kitchen tools and life hacks, to full-fledged business models. The competition is open to everyone over the age of 18 and entries can be submitted until October 3.