January 6, 2021

GRO is growing

By Lucinda Thomson, Own Brand Strategy Manager,  

When we first introduced our GRO brand last year, Kantar recognised us as the fastest growing retailer for vegan products. As the festive season is firmly behind us, it’s the perfect time for us to make a few changes and continue to lead the way in the convenience market.  

The vegan market has grown by a staggering 70% in the last year. Much of this growth was driven by new shoppers who are keen to make changes to their diet and lifestyle. So, whether you’re already vegan or vegetarian, or maybe you’ve made a resolution to try and reduce the amount of meat you eat, our GRO brand is the perfect solution to help you make delicious plant based meal choices that are packed full of flavour.  

Veganuary is the perfect time to give GRO a go. We’ve refreshed and improved flavours across a range of products, and we’ve also added an additional 14 new items. With over 50 items available across chilled, frozen, food to go and now even instore bakery with new Dark Choc Chunk Cookies, there’s bound to be something available to tickle your tastebuds. 

What’s new? 

  • Chick’n Kievs – combining a tasty plant protein with a roast garlic filling and coated in crunchy breadcrumbs, these kievs offer a vegan twist on a classic dish 
  • Arrabbiata Ravioli – pasta is the ultimate comfort food and these gluten free pasta parcels are no exception. Filled with peppers, tomato and chilli, the heat is perfectly balanced by the creamy vegan cheese 
  • 2 Roots Rostis  vibrant root vegetable rostis topped with a creamy butternut puree, dried cranberries and pumpkin seeds, these are the perfect side dish 
  • Spiced squash and cauliflower pie  a rich, creamy coconut-based curry sauce filled with butternut squash, cauliflower, chickpeas and spinach. The crisp vegan shortcrust pastry is topped with a paprika and onion seed crumble topping to finish off this ultimate dish  

I hope you’re feeling inspired to try out what GRO has to offer. Our Delicious Food Team and Food Policy Team have also pulled together some recipes and information for you to make it easier for you to make a change.  

The new items will be landing in stores today, Wednesday 6 January, and will be supported by a customer marketing campaign. You’ll start to see content across our digital channels, including our exclusive online partnership with Delish and Good Housekeeping, as well as instore POS, PR and a feature within our Food magazine.

We’ve been working incredibly hard to bring these new flavours and products to our shelves, so I’d love to know what you think. Let me know in the comments below or on Yammer what’s your favourite or if there’s anything else you’d expect to see added to the GRO brand in the future. 

There’s also content available for you to share on Social Hub. Simply visit coop.co.uk/socialhub, using your Single Sign On credentials (employee number and the password you use for My Apps). Once inside, visit the FAQ and Toolkits to find instructions on how to share content and get the most out of the platform.

Join the conversation! 7 Comments

  1. The Gro range is great, however in my local store (8424) there is hardly any range available. This is a real shame and as I’m not attending the office at the moment can’t get any from other stores either!

    • Hi Neil,
      Thanks for your comments and sorry to hear you haven’t got a huge range at your store. I’ll drop you an email and we can see if there’s anything we can do.

  2. I’ve been vegan for five years and I’m delighted with the GRO range so far, so extensions to the range are very welcome. I especially love the Porcini Ravioli and cant wait to try the new Arabiata Ravioli.

    • Thanks Barbara,
      I tried the Ravioli this week and thought it was great. Lovely creamy texture.
      Hope you enjoy it
      Lucinda 🙂

  3. As a vegan myself, I find it wonderful that the COOP has a varied choice of vegan meals long may it continue. My hope for the future is that we start to sell a more varied choice of vegan food for people to make their own recipes. Instead of just ready meals.

    • Hi Stuart,
      Thank you for your comments. We are building the brand strategy for the future and I will build this question into our insight to understand what products would work well for ingredients
      Thanks and Happy Veganuary

  4. So pleased we are increasing our range of vegan foods. Definitely the future and helping the planet to

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