Tesco is hoping to grow organic food sales by 25% after moving its organic offer alongside conventional product lines in stores, but it also wants to cut prices.
Research suggests that people buy more organic products if they are not all gathered in a single organic zone.
The move also ushers in a broader range of organic products in more stores.
Organic buyer Giles Gravatt said:
“Tesco is keen to help drive the organic market.
This move is about bringing organic to the masses.
We are improving our displays to make it ever easier for our customers to do their shopping.”
Category sales last year grew by nearly a third, and are estimated to stand at about £420m – one in every three pounds spent on organics.
Young families are driving growth with top lines including eggs, bananas, chicken and milk.