The Brook's vegan freezer in the co-op Have you spotted the vegan brand in a Co-op near you? - Media Credit: Supplied & The Brook

Supermarket Chain Co-op Welcomes New Vegan Range With Dedicated Plant-Based Freezers

The Brook will debut its gourmet vegan ready meals and desserts in more than 45 outlets this month

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1 Minutes Read

Supermarket chain Central England Co-operative has welcomed a new vegan range by launching dedicated plant-based freezers in stores.

Award-winning brand The Brook will debut its gourmet vegan ready meals and desserts in more than 45 outlets this month.

Dishes include plant-based Mac And Cheese, Blackbean Chili, and Coconut Dal. As well as a selection of desserts such as Double Chocolate Brownie and Sticky Toffee Pudding. 

‘Bespoke freezers’

In a statement sent to Plant Based News, Founder Thea Brook said: “We recognize just how busy everyone is today… Many people want to eat well for both their health and the environment… But, don’t have time to cook great-tasting plant-based meals from scratch.

“We created our home range to do just this. We’ve selected the best-selling dishes from our restaurant…. creating a range that gives people delicious food in minutes.

“We are thrilled to launch one of our first bespoke freezers in the Boley Park store…. We know our passion for high-quality, sustainable food is shared by both Central England Co-op and their customers.”

A dedicated plant-based freezer in the co-op
Supplied The Brook’s vegan range features Mac and Cheese and Sticky Toffee Pudding

‘Healthy plant-based ready meals’

Grace Barsby, Price and Promotions Analyst at Central England Co-op, said the supermarket is always looking for ‘distinctive products’.

She added that the chain seeks products that can cater to ‘all different tastes, dietary requirements and lifestyles.

“The Brook range ticks these boxes with some really delicious and healthy plant-based ready meals,” Barsby said.

Vegan aisle

The announcement follows fellow supermarket Asda – who recently launched an ambient vegan food aisle.

The retail giant also launched around 100 new vegan ambient foods. These are shelf-stable products that do not require refrigeration.

Asda says demand for vegan products has surged. Searches for vegan foods has also skyrocketed 275 percent in the last year.

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The Author

Liam Gilliver

Liam is the former Deputy Editor of Plant Based News. He has written for The Independent, Huffington Post, Attitude Magazine, and more. He is also the author of 'We're Worried About Him'.

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Wild Bill Howlett
Wild Bill Howlett
1 year ago

Good news obviously, but quotes like this really annoy me “Many people want to eat well for both their health and the environment”. No mention of ethics / animal cruelty as a core reason for choosing to go vegan. Since it’s entered the mainstream the language used surrounding veganism seems to be designed to make people view it as a choice they make to improve their own lives and not something to improve the lives of animals (rebranding it ‘plant based’ is part of this agenda setting in my opinion). I’m sure it’s all subconscious bias on the parts of the marketeers but it does feel designed to stop people questioning the ethics of the other products the same companies produce.

Still, always good to have more choice for lazy ready meal nights. End of rant 🙂

The Technocrat
The Technocrat
1 year ago

Change happens gradually. But if a brand goes on and on about animal cruelty, it will just turn people off. It will not go anywhere and will just become a meme (like PETA. It is due to PETA’ horrible and portrayal of vegans, it has become a joke). In the end, individuals want to improve their lives so projecting the products as such will ease the process of people trying to be vegan. The motive of reducing cruelty will be achieved slowly but surely.

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