Coop Danmark has announced that it is introducing special departments with only vegetarian and vegan products in its Irma supermarkets, offering approximately 150 different items.
This move is in response to a recent Coop survey that found 43% of all Danes want to reduce the amount of meat they eat, especially younger consumers.
New Concept
The new department, called 'Det Grønne Måltid' ('The Green Meal'), will first be opened in eight stores that were selected based on their location, customer base, and sales space.
Consumers will be able to choose from a wide range of fruits and vegetables, as well as a variety of vegetarian ready meals, falafel and bean products, gyros, kebabs, and tofu. In addition, vegan chocolate spreads, hummus, and soy milk will be offered.
“We will get a lot of experience by opening the first eight departments in the next eight weeks,” commented CEO Søren Steffensen. “We will extend the concept to other supermarkets over the course of 2017. We are expecting all 80 Irma stores to feature a vegetarian department by the beginning of 2018.”
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Larissa Zimmer. Click subscribe to sign up to ESM: The European Supermarket Magazine.
