It is part of the supermarket’s plan to sell fully carbon neutral own-brand food and drink by 2025
The Co-op is to price match its own-brand plant-based food range against equivalent meat products to help shoppers adopt “flexitarian” diets.
The scheme is part of the supermarket’s plan to sell fully carbon neutral own-brand food and drink by 2025, in turn part of a climate plan to achieve net-zero carbon emissions by 2040.
The Co-op say it is investing more than £1.7 million to reduce the cost of 29 fresh, chilled and ambient vegan products from the 5th of May to help consumers who saw price as a barrier to choosing a plant-based diet.
Jo Whitfield, chief executive of Co-op Food, 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 and that this disparity is unfair to those following vegetarian, vegan and flexitarian diets.
“It’s Co-op’s ambition to make our plant-based range, GRO, even more accessible to our members and customers, helping them make decisions that collectively will have an impact on the world we all share. 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.”