The Co-op is bidding to change consumers’ perceptions of its stores by introducing a ‘super premium’ own label range.
Products in the new Truly Irresistible range started hitting shelves at selected stores this week and are being backed by a £1m promotional campaign which includes a new TV commercial, adverts in the press and instore support.
Award-winning chef and restaurateur Paul Heathcote has also been recruited to develop new products.
The retailer said the new offering, which starts with an 11-strong portfolio, was a proposition “over and above” its current Co-op Premium line. It also frankly admitted it was
bidding to encourage shoppers to “re-appraise the supermarket’s image”.
Spokeswoman Susan Bromley said: “We want to encourage consumers to take a fresh look at our offering. Truly Irresistible will go a long way towards developing our overall image and, as a knock-on effect, that of our other own label lines too.”
Products in the initial Truly Irresistible line up include Salmon Fish Cakes with Salsa (£3.49, 340g), Smithfield Sausage (£2.49, 400g) and Bramley Apple & Cinnamon Ice Cream (£2.49, 500ml).
A CAMRA-approved Gold Miner Bottle-Conditioned Ale (£1.59, 500ml) also features, while Heathcote’s first input has been to create a Classic Salad with Green Herb Dressing (£1.59, 180g) and an Exotic Salad with Mango and Chilli Dressing (£1.59, 130g).
The Co-op’s chief general manager for strategy, John Bowes, claimed the group was stealing a march on its supermarket rivals by launching something “tangibly better” than other premium own label ranges.
Simon Mowbray
Products in the new Truly Irresistible range started hitting shelves at selected stores this week and are being backed by a £1m promotional campaign which includes a new TV commercial, adverts in the press and instore support.
Award-winning chef and restaurateur Paul Heathcote has also been recruited to develop new products.
The retailer said the new offering, which starts with an 11-strong portfolio, was a proposition “over and above” its current Co-op Premium line. It also frankly admitted it was
bidding to encourage shoppers to “re-appraise the supermarket’s image”.
Spokeswoman Susan Bromley said: “We want to encourage consumers to take a fresh look at our offering. Truly Irresistible will go a long way towards developing our overall image and, as a knock-on effect, that of our other own label lines too.”
Products in the initial Truly Irresistible line up include Salmon Fish Cakes with Salsa (£3.49, 340g), Smithfield Sausage (£2.49, 400g) and Bramley Apple & Cinnamon Ice Cream (£2.49, 500ml).
A CAMRA-approved Gold Miner Bottle-Conditioned Ale (£1.59, 500ml) also features, while Heathcote’s first input has been to create a Classic Salad with Green Herb Dressing (£1.59, 180g) and an Exotic Salad with Mango and Chilli Dressing (£1.59, 130g).
The Co-op’s chief general manager for strategy, John Bowes, claimed the group was stealing a march on its supermarket rivals by launching something “tangibly better” than other premium own label ranges.
Simon Mowbray
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