“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.”
Supermarket chain Co-op has slashed the price of its plant-based burgers and sausages.
This move comes as the UK retailer unveiled a new 10-point climate change action plan to help it achieve net zero emissions by 2040.
The reduction in price is also in part to bring those products’ prices in line with their meat equivalents.
“It’s an industry-wide standard that plant-based alternatives are usually priced higher than their meat and dairy counterparts,” Co-op Food chief executive Jo Whitfield said.
“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.”
According to Co-op the price disparity was one of the major deterrents for consumers trying to reduce or give up meat. Its research data shows that almost one in three people intend to eat less meat and dairy than before.
Price revision
In a bid to give customers cheaper ‘flexitarian’ and planet-friendly choices, the supermarket chain will invest over £1.7 million in its bid to reduce the price of 29 fresh, chilled and ambient vegan products.
It has also reduced the prices of some of the products in its vegan range Gro up to 50%.
For instance, GRO Vegan Sausages are down from £3.00 to £1.45, GRO Meat-Free Burger is down from £3.00 to £1.35, and GRO Meat Free Mince will now sell for £1.75 rather than £3.00 helping a family choosing vegan alternatives save more than a hundred pounds a year.
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).
“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,” Whitfield added.
“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.”
‘Brilliant’
Lynne Elliot, the chief executive of the Vegetarian Society, applauding Co-op for its price parity move, said: “This is brilliant news from Co-op, and we support any move that makes plant-based food more accessible with fewer barriers to purchase.
“Eating a plant-based diet is one of the best things you can do to help reduce your carbon footprint and it’s delicious.”
Co-op climate change plan
Apart from making plant-based food more accessible, the ten-point climate change blueprint also includess plans to switch the supermarket’s 200-strong home delivery fleet to electric vehicles, end the use of fossil fuel heating, lower farm agricultural emissions, cut packaging, and reduce impacts from soy in animal feed.
“We are facing a monumental climate change crisis entirely of our own making. We must recognise that we are in part responsible and that we have to do more and quicker,” Whitfield said.
“Today, we are sharing the action we are taking, unveiling a comprehensive plan rooted in science.
“Now when our members buy Co-op branded products and services we give local causes a helping hand and we’ll be addressing the urgent need to tackle the climate crisis. Funding schemes worldwide to tackle carbon emissions and supporting reforestation in the UK.”
Share this story: Co-op slashes price of plant-based meat as part of zero-carbon by 2040 plan
Lifestyle
Vegan culture, food, beauty & more
Gordon Ramsay Ditches Vegan Hate and Backs Flora’s Plant-Based Butter in New ‘Skip the Cow’ Campaign
- Totally Vegan Buzz Team
- 28th January 2025
Celebrity chef Gordon Ramsay, once infamous for his digs at vegans, has taken a sharp turn in the kitchen. Ramsay has teamed up with Flora, the famous UK-based spread brand, as its global ambassador, marking a bold new chapter in Flora’s “Skip the Cow” campaign. Flora, established in 1964, has long been a household name …
The Top 10 Vegan-Friendly Places in Latin America
- Totally Vegan Buzz Team
- 27th January 2025
Latin America is experiencing an extraordinary rise in plant-based dining options. A new study, spearheaded by Veganuary in partnership with the food discovery platform HappyCow, reveals that Latin America now boasts over 10,000 vegan, vegetarian, and vegan-friendly restaurants—an impressive 21.6% jump compared to last year. Brazil takes the crown as the number one country, with …
Continue reading “The Top 10 Vegan-Friendly Places in Latin America”
VEGAN MEMES
NEED A LAUGH?
QUIZZES
All the quizzes you love to binge!
QUIZ: If you score 11/12 on this quiz, you’re a verified vegan food expert
- Marlon Farrugia
- 10th January 2020
How much vegan knowledge do you have stored away? Do you have to Google your way through a shopping trip, or do you have all the bad E-numbers memorised? Find out now with this quiz. [wpViralQuiz id=27203]
QUIZ: What is your perfect Vegan Halloween Costume?
- Marlon Farrugia
- 13th October 2019
Spook Season approaches. There will be ghosts, goblins, ghouls, and glucose. You need a costume, and you want to it to show off your personality, which means VEGAN. But what to choose? Take our quiz to find out your perfect outfit. [wpViralQuiz id=33494]
QUIZ: What kind of vegetable are you?
- Marlon Farrugia
- 26th September 2019
“If you were a vegetable, what kind would you be?” A question that has tormented humanity throughout the ages – until now. [wpViralQuiz id=31281] Read: QUIZ: If you score 19/20 on THIS quiz, you’re a Vegan God