The Co-operative Food has posted a near double-digit growth across its fresh produce range following a multi-million pound investment to trim the price of fruit and vegetables.
Unveiled in mid-June, the retailer's revolving offers on popular fresh produce, termed the 'fresh three', has resulted in growth of more than 130 per cent over the three-week period that has followed the launch, with a near double digit growth on the voume front (9.4 per cent) across its wider fresh produce range.
The initial fresh three offer was on The Co-op’s Iceberg lettuce, carrots (500g) and whole cucumbers, while from today, the fresh three offer will focus on fruit with plums (400g), oranges (four-pack) and peaches (four or five fruits per punnet), priced in-store at 69p.
The move is part of a £125 million price investment strategy by The Co-operative, as it bids to become the UK’s number one convenience retailer.
Steve Murrells, retail chief executive at The Co-operative Group, said: “Our investment in the freshness, quality and price of fresh produce is bearing fruit. Food retailing remains highly competitive and, as a community retailer, The Co-op has some important advantages.
'We are responding to the changing habits of consumers who are increasingly swapping the weekly shop for purchasing what they need, when they need it, locally. We have a store in every postal area, and we are continuing to invest in transforming the in-store experience, while also lowering the price of everyday essentials.”
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