The Co-op has instructed staff to give greater prominence to vape products in stores as part of an effort to recover sales lost after a major cyber-attack earlier this year, internal documents reveal.
The retailer’s new plan, titled “Powering Up: Focus Sprint – Cigs, Tobacco and Vape,” outlines measures to boost visibility of vaping products through eye-catching displays, increased advertising, and a wider range of stock. The document, seen by The Guardian, says that cigarette, tobacco, and vape sales have not recovered to pre-hack levels, with “£1m missing sales per week” and about 100,000 fewer transactions.
The April cyber-attack forced the Co-op to shut down parts of its IT systems, disrupting supply chains and creating widespread product shortages. The group has since warned that the incident will cost up to £120m in full-year profits after wiping more than £200m off sales.
While the retailer insists that its actions comply with UK law and government guidance, some staff have questioned whether the push to promote vapes contradicts the Co-op’s reputation as an ethical business. “They present the lovely idea of ethical shopping … this strategy goes against everything we’ve done until now,” one employee told The Guardian.
The Co-op says the move is not about encouraging vaping but meeting customer demand for products that help smokers quit. “Our longstanding commitment to ethical values and responsible retailing remains steadfast,” a spokesperson said. “The sale of vape products in our stores is fully compliant with all UK legislation and recognised as a route to smoking cessation.”
The shift comes amid growing national concern over youth vaping, with officials such as England’s chief medical officer, Prof Chris Whitty, warning that vapes should only be used by smokers trying to quit. The government’s upcoming tobacco and vapes bill will introduce sweeping restrictions on advertising, packaging, and flavouring of vaping products.
The Co-op’s internal “Power Up” strategy aims to revitalise all product categories as it seeks to rebuild its finances after one of the most damaging cyber incidents in its history.
