Tulip partners with Co-op to launch The Green Butcher brand


Tulip has created The Green Butcher brand and developed its first-ever vegan product, with vegan slices launching exclusively in Co-op this month.

The ‘vegan slices with peppers’ were developed in partnership with Co-op to meet the needs of the increasing number of consumers looking to switch to a vegetarian and vegan diet.

High in protein, low in saturated fats and containing real peppers, the soy and pea protein slices will also appeal to the third of shoppers who are looking to eat more healthily.

Developed to cater for the tastes of the UK market, the vegan slices will sit in the cooked meat fixture at Co-op stores. Tulip is also developing further innovations to launch as part of The Green Butcher brand in the next 12 months.

Sam Reader, NPD & innovation controller, Tulip, said: We’ve worked hard to develop this product in collaboration with Co-op and the slices demonstrate our capabilities as a modern food manufacture to meet the evolving needs of the market. We knew that if we were going to create a vegan product, we wanted to offer a healthier option for consumers and with our slices containing real vegetables, we have a big point of differentiation from other products in the sector.”

Zoë Bruce, customer director – Co-op, Tulip, said: “We have a strong strategic relationship with Co-op, working closely to share knowledge and encourage innovation to help both parties grow. The Green Butcher product will be a great addition to Co-op’s successful sandwich slice range. This is an exciting new journey that demonstrates our ability to meet changing consumer needs and we’re looking forward to developing the range further.”

Mark Cloudy, Co-op Cooked Meats Buyer, said: “We’re always looking at ways we can evolve our product portfolio in order to appeal to the next generation of shoppers and cater for the growing demand for meat-free options. The slices will fill a gap in our cooked meats fixture and give our customers more choice in-store. We’re looking forward to exploring more options as part of The Green Butcher collection.”

The Green Butcher’s ‘Vegan Slices’ will be available from early October in Co-op stores, retailing at RRP £1.75.