The Co-op has instructed staff to increase the visibility and promotion of vapes in stores as part of a bid to recover sales lost after a major cyber-attack earlier this year, according to internal documents seen by The Guardian.
The retailer, known for its ethical branding, is expanding its range of vape products and nicotine pouches, introducing eye-catching new displays and advertising across its 2,000 grocery outlets. The move forms part of an internal recovery plan titled “Powering Up: Focus Sprint: Cigs, Tobacco and Vape”, which acknowledges a loss of about £1m in weekly sales and 100,000 fewer customer transactions since the April hack that disrupted supply chains and caused widespread stock shortages.
The document states that nearly half of those losses stem from customers forming new shopping habits and buying tobacco or vape products elsewhere.
While the Co-op’s promotion of vapes complies with UK law and government guidelines, some employees have questioned whether the strategy contradicts its long-standing image as an ethical retailer that prioritises social responsibility over profit.
One staff member said: “They present the lovely idea of ethical shopping – you might pay a bit more, but they’re doing things right. This strategy goes against everything we’ve done until now.”
The shift comes amid growing public concern about the rise in youth vaping. England’s chief medical officer, Prof Chris Whitty, has warned that while vaping is safer than smoking for existing smokers, “if you don’t smoke, don’t vape.”
The government’s upcoming Tobacco and Vapes Bill will tighten restrictions on advertising, packaging, and flavourings to curb the products’ appeal to under-18s.
A Co-op spokesperson said the retailer remains “steadfast” in its ethical commitments, stressing that vape sales comply with all legislation and that the products “play a recognised role in smoking cessation.”
The company continues to recover from the cyber-attack, which forced shutdowns across grocery stores and funeral services, wiping over £200m in sales and leading to an expected £120m full-year profit hit.
The “Power Up” recovery programme extends across all product categories as Co-op seeks to stabilise operations and rebuild its finances.
