Coop Danmark, a Danish grocery retailer, has announced that its Irma supermarkets will set up special departments for vegetarian and vegan products, European Supermarket Magazine reports.
In an initial phase, the new ‘Det Gronne Maltid’ (‘The Green Meal’) department will be introduced in eight stores that are said to have been selected according to their location, customer base and sales space.
The decision is said to have been made after the results of a recent Coop survey that found that 43% of Danes, especially younger consumers, are looking to reduce their meat intake.
Irma’s CEO Soren Steffensen said: “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”.
Offering around 150 different products, the section will include a wide range of fruits and vegetables, vegetarian ready meals, as well as vegan spreads, soy milk, among other products.
Source: European Supermarket Magazine