We’ve permanently cut prices across our plant-based range GRO to match the price of equivalent meat and dairy-based products. We want it to be easy for customers to pick plant-based alternatives and we don’t believe they should pay more when they do.
That’s why we’re investing over £1.7 million to reduce prices on 29 GRO lines across our Fresh, Chilled and Ambient categories, including:
- GRO Vegan Sausages (was £3.00, now £1.45)
- GRO Meat Free Burger (was £3.00, now £1.35)
- GRO Meat Free Mince (was £3.00, now £1.75)
- GRO Vegan Spicy Squash Cauliflower & Chickpea Pie (was £2.50, now £1.55)
- GRO Vegan Meatballs (was £3.00, now £2.30); and
- GRO Katsu Curry ready meal (was £2.95, now £2.75)
What is GRO?
GRO is our own plant-based range, which has been a huge hit with customers since it landed on our shelves at the beginning of 2020.
The brand has been buttressed by the introduction of new SKUs, including a range review in Veganuary this year which saw us launch raft of new lines including GRO Vegan Pies, GRO Chick’n Kievs and GRO Sizzle Steaks.
Just part of our climate change plan
This is the first step of many that make up our 10-part plan climate change plan to reach net zero in our carbon emissions by 2040.
It includes our target to be to sell fully carbon neutral own-brand food and drink by 2025 – making us the first supermarket in the UK to do so.