Supermarket chain Co-op is slashing the price of its plant-based products to help it achieve carbon neutrality by 2040.
The UK retailer will invest a staggering £1.7 million to reduce the price of its 29 fresh, chilled and ambient vegan products.
Co-op plant-based range
Co-op’s will reduce some of its plant-based range own-brand products by up to 50 percent. These include GRO Vegan Sausages (was £3.00, now £1.45), GRO Meat-Free Burger (was £3.00, now £1.35), GRO Meat Free Mince (was £3.00, now £1.75)
Other lines in the price cut investment include GRO Vegan Spicy Squash Cauliflower & Chickpea Pie (was £2.50, now £1.55), GRO Vegan Meatballs (was £3.00, now £2.30) and GRO Katsu Curry ready meal (was £2.95, now £2.75)
Jo Whitfield is the CEO of Co-op Food. She said: “It’s an industry-wide standard that plant-based alternatives are usually priced higher than their meat and dairy counterparts.
“At Co-op, we believe it shouldn’t cost you more money to eat plant-based food. This disparity is unfair to those following vegetarian, vegan, and flexitarian diets.”
Whitfield also said Co-op aims to make its GRO range ‘even more accessible to customers’ to help them reduce their impact on the planet.
She addded: “Emissions from our operations and our own-brand products are where we have the greatest responsibility and can make the biggest difference.
“This move is a step in the right direction and we encourage other retailers and brands to consider making the change too.”
Moreover, Lynne Elliot, Chief Executive of the Vegetarian Society, commended Co-op’s move – branding it ‘brilliant news’.
“We support any move that makes plant-based food more accessible with fewer barriers to purchase,” Elliot added.
“Eating a plant-based diet is one of the best things you can do to help reduce your carbon footprint. And, it’s delicious.”