The Co-operative has launched an exclusive vegan brand called Gro, in a move to meet growing demand for vegetarian and plant-based alternatives.
Featuring over 35 meat-free products, Co-op’s new range will be available in 2,000 Co-op stores and in up to 4,000 independent retailers through Co-op’s wholesale operation, Nisa.
The rollout takes Co-op’s total food and wine vegan range to over 1,000 products.
Research from the Co-op has found vegetarian product sales to have risen by over 12%, while non-dairy milk alternatives have recorded a 14% growth.
Designed with convenience shoppers in mind, Gro offers meal solutions for breakfast to dinner. Products range from classics such as chilli con carne and sticky toffee pudding to more innovative options including a vegan steak bake and a Kashmiri pizza.
Other examples include a creamy coconut cauliflower curry, katsu curry with breaded pea protein, and mushroom-based sausages.
The company also announced that all its beer and cider range will become vegan in 2020.
Jo Whitfield, CEO of Co-operative Food, said: “At Co-op, we make it easier to get products when you need them and we stay close to our customers changing requirements.
“We have to provide fantastic products and services with strong ethics and a purposeful focus on convenience. Our new vegan range taps into the latest consumer trends and our online services meet the growing appetite for fast home deliveries.”
The launch comes with the announcement of the launch of same-day online delivery services in towns and cities across the UK, served by 650 Co-op stores.
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