Co-op Faces Backlash Over Vape Promotion Strategy Post-Cyberattack

Key Highlights

• Co-op’s internal “Powering Up” plan targets recovery from cyberattack losses.
• Weekly £1M sales gap and 100K fewer transactions reported.
• Stores to expand vape and nicotine pouch displays and advertising.
• Staff question alignment with Co-op’s ethical principles.
• UK’s Tobacco and Vapes Bill to soon ban vape marketing.

2Firsts, October 24, 2025 — According to The Guardian, UK retailer Co-op has instructed staff to increase the visibility and promotion of vape products as part of an effort to recover from a major cyberattack that damaged its sales earlier this year.

An internal document titled “Powering Up: Focus Sprint – Cigs, Tobacco and Vape” shows Co-op recorded £1 million in missing weekly sales and 100,000 fewer transactions since the April hack, which caused supply gaps across stores.

The plan calls for new vape displays, additional advertising, and an expanded product range to attract customers who had switched to other retailers. Co-op estimates that 40% of the losses came from shoppers forming “new habits” elsewhere.

Employees expressed discomfort over the move, saying it contradicts Co-op’s image as an “ethical retailer.” One staff member told The Guardian: “They’ve always stood for doing things right. Promoting vapes for profit goes against everything Co-op claims to represent.”

Amid rising concern over youth vaping, England’s Chief Medical Officer Chris Whitty reiterated that while vaping is safer for smokers, “if you don’t smoke, don’t vape.”

A Co-op spokesperson said the retailer remains “committed to ethical values and responsible retailing,” emphasizing that vape sales are fully compliant with UK law and viewed as tools for smoking cessation.

The April cyberattack cost the Co-op more than £200 million in sales and is expected to reduce annual profits by £120 million. The new “Power Up” program is part of a broader initiative to rebuild operations and regain customer trust.

Image source: The Guardian