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Investing in price to make plant-based food more accessible

Case Studies | Published  31 March 2021

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.

Food Retail

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.