The Co-op is encouraging its customers to reduce meat consumption and eat more plants by pricing plant-based foods competitively against meat products. The retailer is doing this as part of its Climate Plan and Count Us In programme.
- Eating Better’s 2021 Ready Meals survey found Co-op was one of four retailers to make the biggest increases in their vegetarian and plant-based offer.
- Since 2018, Co-op’s vegetarian and plant-based ready meal offering has increased by 62%
- Co-op is heading in the right direction with its pricing structure, with meat ready meals costing 9% more than plant-based in 2021.
On the ‘Gro’ range of plant-based ready meals, Cathryn Higgs, Head of Food Policy, The Co-op UK:
“We’ve invested in price, to make these products accessible to more customers, so that for those people who do want to reduce their meat consumption they’ve got a really easy, convenient choice to pick up when they come into their Co-op store.”
The Co-op features in our film Buying Better, which explores how supermarkets can help us shop and eat more sustainably, with an emphasis on “less and better” meat and more plants.