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 devastating cyber-attack earlier this year, according to an internal document seen by The Guardian.
The plan — detailed in a document titled Powering Up: Focus Sprint: Cigs, Tobacco and Vape — outlines a strategy to recover roughly £1m in weekly lost sales and 100,000 missing customer transactions since the April attack disrupted supply chains and left shelves empty.
The retailer has introduced new vape displays, additional in-store advertising, and an expanded range of vape and nicotine products across its 2,000-plus UK grocery outlets. The document notes that 40% of the sales decline stems from shoppers forming “new habits” and turning to other stores to purchase cigarettes and vapes.
While the move complies with UK regulations and government guidelines, some staff have criticised it as being at odds with the Co-op’s reputation as an ethical, community-focused retailer. The company’s website describes it as a business that “puts principles before profit” and leads on social and environmental goals.
One employee told The Guardian: “The Co-op has always been about doing the right thing. Promoting vapes so prominently — given the public health concerns — goes against what the brand stands for.”
The push comes amid growing concern about youth vaping, with research showing a sharp rise in under-18 use driven by colourful packaging and sweet flavours. England’s chief medical officer, Prof Chris Whitty, has repeatedly warned: “If you smoke, vaping is much safer; if you don’t smoke, don’t vape.”
The government’s upcoming tobacco and vapes bill will ban vape advertising and sponsorship, as well as restrict flavours, packaging, and displays — measures that could soon limit retailers’ promotional freedom.
A Co-op spokesperson defended the strategy, saying the company remained “steadfast in its ethical values” and fully compliant with the law:
“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, in their recognised role as a successful route to smoking cessation.”
The cyber-attack, which forced parts of the Co-op’s IT system offline, caused widespread disruption — including paper-based operations in its 800 funeral homes — and wiped more than £200m off sales. The retailer expects a £120m full-year profit hit as it continues recovery efforts.
The Power Up initiative forms part of a broader store-wide programme to rebuild operations and restore financial stability following one of the most damaging crises in the Co-op’s modern history.
