The Co-op has instructed staff to promote vapes more prominently in stores as part of efforts to recover from a costly cyber-attack that wiped hundreds of millions off sales.
An internal document seen by The Guardian outlines the retailer’s “Powering Up: Focus Sprint” strategy for cigarettes, tobacco, and vapes, revealing that the company is losing about £1m in sales per week and has seen 100,000 fewer transactions since the April hack. The plan involves increasing the visibility of vape products with new in-store displays, more advertising, and a wider range of vapes and nicotine pouches.
While the Co-op’s actions comply with UK law and government guidelines, some employees have voiced concerns that the move contradicts the company’s long-standing reputation as an ethical retailer. “They present the lovely idea of ethical shopping… This strategy goes against everything we’ve done until now,” one staff member said.
The retailer’s shift comes amid growing alarm over youth vaping in the UK. Studies show the number of under-18s using vapes has surged, with colourful packaging and sweet flavours driving the trend. England’s chief medical officer, Prof Chris Whitty, has warned: “If you smoke, vaping is much safer; if you don’t smoke, don’t vape.”
A Co-op spokesperson defended the company’s position, saying it remains committed to its ethical principles and that selling vapes is consistent with government advice promoting them as a safer alternative to smoking. “It is important to be clear that the sale of vape products in our stores is fully compliant with all UK legislation and government guidelines,” they said.
The cyber-attack in April forced the Co-op to shut down parts of its IT system, disrupting its 2,000 grocery stores and more than 800 funeral homes. The incident caused more than £200m in lost sales and is expected to cost the group £120m in profits this year.
The vape promotion forms part of a wider “Power Up” initiative to restore revenue across all store categories as the member-owned retailer works to stabilise its finances.
