The Co-op has instructed staff to increase the visibility and promotion of vape products in stores as part of a drive to recover millions in lost sales following a major cyber-attack earlier this year.
An internal document titled “Powering Up: Focus Sprint: Cigs, Tobacco and Vape” outlines a plan to restore revenues after the April hack that disrupted supply chains and caused significant gaps on shelves. The report states the retailer is missing out on £1m in weekly sales and 100,000 transactions, largely from customers who shifted to rival stores for cigarettes, tobacco, and vapes.
In response, the Co-op has expanded its vape and nicotine pouch ranges and introduced new display units and in-store advertising to make the products more prominent. Although the measures comply with UK law and government guidelines, some employees have questioned whether the push undermines the Co-op’s long-standing reputation as an ethical retailer that “puts principles before profit.”
One staff member told The Guardian that while they had not been explicitly told to sell more vapes, the increased marketing presence “goes against everything the Co-op has stood for.”
The move comes amid growing public concern about youth vaping, with the government’s upcoming Tobacco and Vapes Bill set to ban vape advertising, restrict flavours and packaging, and tighten display rules.
A Co-op spokesperson defended the decision, saying: “Our longstanding commitment to ethical values and responsible retailing remains steadfast. The sale of vape products in our stores is fully compliant with all UK legislation and plays a recognised role in smoking cessation.”
The cyber-attack has had a severe financial impact on the Co-op, wiping more than £200m off sales and expected to reduce full-year profits by £120m. The incident also forced temporary shutdowns across its grocery stores and funeral services.
The renewed focus on vaping products is part of a broader “Power Up” recovery strategy aimed at stabilising operations and boosting store performance in the wake of the attack.
