Vegetarian revolution in Denmark

Coop Denmark has announced it will start-up a new category aimed at vegetarians and vegans seeking a chilled alternative to meat: “We believe that today there is around 1 million ‘flexitarians’ in Denmark. It is those who are the new target, and they might very well be persuaded to once every 14 days to change the meat with non-meat#, “says category manager for Coop’s new vegan / vegetarian category.