Swiss retailer Coop has launched a new private label range for vegetarians called 'Karma'.
According to Coop, the new 50-product line also caters to part-time vegetarians or so-called 'flexitarians', with a study conducted by the retailer showing that while just 2% of the Swiss population claim to be vegetarian, nearly 40% of consumers are now forgoing meat at every third main meal.
The new range, which offers ready meals, salads, sandwiches, tofu, snacks and spreads, is now available in all Coop supermarkets.
The products have been inspired by recipes from around the world. All products in the Karma line are certified by the Swiss Union for Vegetarianism (SIA), while 22 products are also suitable for vegans. Ten of the products are biologically certified and bear the Bio Suisse label.
The new own-brand line includes exotic options such as falafel and couscous, Indian dishes such as dhal and paneer curies, Japanese Yakisoba noodles and Thai curries, but also Spanish tortillas, Swiss and Italian pasta dishes.
To launch the range, the retailer is offering office workers a chance to send a 'Karma' lunch to a friend from 25 August to 11 September.
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney
