On the strength of growing interest among Danes in meat alternatives – 43% are seeking to eat less meat according to a survey by Coop Analyse – Danish supermarket chain Irma is opening dedicated vegan and vegetarian sections across eight of their stores, under the sub-brand The Green Meal.
Speaking with the Danish grocery trade magazine Dansk Handelsblad, Irma CEO, Søren Steffensen, said: “Over the next eight weeks, we will monitor the experience and performance from these eight stores. After that, we will be rolling out the concept to the rest of our stores during the rest of 2017. We expect that in the beginning of 2018, we will have the concept in all 80 Irma stores.”|
“We expect that in the beginning of 2018, we will have the concept in all 80 Irma stores”|
All the eight stores stores have been chosen for for their particular customer base and space in the store. The Green Meal sections will be located by the fruit and vegetable department in each store and will feature an estimated 150 different vegan and vegetarian lines.