Co-op supermarket launches dedicated plant-based freezers

Asda recently hit the headlines when it announced it would be launching in two dedicated vegan bays filled entirely with plant-based products.

Now Co-op supermarket is making it easier for shoppers to find plant-based food in one place as it teams up with award-winning plant-based food business The Brook, to launch new
branded plant-based freezers in Co-op stores.

Co-ops new plant-based freezers will be filled with a tempting array of high-quality, frozen plant-based ready meals from The Brook as part of its mission to ‘make delicious, sustainable food more widely accessible.’

Customers looking for tasty meat-free meals can now access The Brook’s range of meals, desserts and cooking sauces by visiting one of the selected Co-op stores or ordering directly online.

The new plant-based freezers can now be found at Central England Co-op stores, including the brand-new flagship store in Boley Park, Lichfield. If they prove popular, the freezers will be rolled out to further stores across the UK.

Want to see one of the freezers at your local Co-op store? Let The Brook know on their Instagram page!

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With the launch of Co-op’s plant-based freezers, the retailer is now the first in the UK to give prime retail space to a plant-based brand, highlighting just how high the level of demand is for convenient plant-based foods.

Speaking about the launch, Grace Barsby, Price and Promotions Analyst at Central England Co-op, said that the retailer was keen to find “new, distinctive, local products” to offer customers with a wide range of dietary requirements more choice.

Barsby said: “The Brook range ticks these boxes with some really delicious and healthy plant-based ready meals which we are delighted to be rolling out in selected Central England Co-op stores, including our brand-new flagship store in Boley Park, Lichfield this November.”

Changing perceptions of ready-meals

Sharing her excitement at the launch, Thea Brook, founder of The Brook, said that the company is “committed to showing people how incredibly delicious plant-based food can be.”

Brook added that she was keen to change people’s perceptions of ready meals, which have had “such a bad reputation because, for years, manufacturers have squeezed them to within an inch of being edible.”

The Brook’s vegan ready-meals are all packed full of nutrients and contain no artificial flavours or preservatives and aim to show that ready meals don’t need to “be full of salt and sugar, with little nutritional value.”

“As well as being delicious, our meals are packed full of nutrients and contain no artificial flavours or preservatives – we literally make them as we do in the restaurant or at home and then flash freeze them to lock in all the goodness. We’re so thrilled to see the first of our freezers launch with a supermarket that is as ethically-conscious and community-focussed as the Co-op!,” Brook added.

Love finding new vegan ready meals to try?

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