Co-Op slashes price of vegan food in quest to reduce emissions
By Caoimhe Toman
Date: Wednesday 05 May 2021
(Sharecast News) - The Co-operative Group slashed the price of its plant-based burgers and sausages to boost sales and reduce emissions.
The group said it was a plan to fight against the "unfair" pricing of vegan food and bring those products' prices in line with their meat equivalents.
Consumers trying to reduce or give up meat often complain alt-meat is more expensive, choosing to buy the real thing because of the prices.
Eating plant-based food "shouldn't cost you more money" said Jo Whitfield, the Co-op's Food chief executive. "It's an industry-wide standard that plant-based alternatives are usually priced higher than their meat and dairy counterparts [...] this disparity is unfair to those following vegetarian, vegan and flexitarian diets."
The group will also invest in its vegan range Gro and reduce the product prices. The reductions include vegan sausages down from £3.0 to £1.45 and slashing the price of meat-free burgers from £3.00 to £1.35.
Meat-free mince is now £1.75 rather than £3.00. The reductions could save a family choosing vegan alternatives more than a hundred pounds a year, the Co-op said.
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