The Guardian reports that the Co-operative Group is slashing the price of its plant-based burgers and sausages to push back against the “unfair” price of vegan food.
Consumers trying to reduce or give up meat often complain alternative meat is more expensive than buying the real thing.
To that end the Co-op is making a seven figure investment in its vegan range Gro with some products, including burgers and sausages, more than halving in price to bring them into line with the meat-based equivalent sold in its 2,600 stores.
Eating plant-based food “shouldn’t cost you more money” said Jo Whitfield, the Co-op Food chief executive, of the move which is part of its bigger plan to reach net zero emissions by 2040. “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.”