The Co-operative has continued to build on its rebrand by unveiling more Truly Irresistible fresh produce lines and an extended new summer-eating range, as part of its Good with Food strategy.
The retailer held previews of the new additions in London a fortnight ago.
Sweet pointed peppers from Tangmeir Airfield Nurseries in Southampton, tomatoes in Specially Selected packs, which feature the best varieties on a rotational basis including Raff and Flavarino, exclusive new potatoes and Dutch AVA strawberries, as well stir-fry packs with sachets of sauce were among the fresh produce showcased at the event.
Sue Barnes, strategic assortment manager at The Co-op, told FPJ: “Our aims for the event were to raise awareness about the great range of products we have in the Truly Irresistible range, to sit alongside our standard lines.
“The Truly Irresistible range will grow from 300 to 350 lines by the end of 2008 - of which 50 are fresh produce - and, in value terms, it has increased by 11 per cent every year.
“This range is all about delivering the best products and we don’t want to disappoint.”
This follows the merger of The Co-operative Group and United Co-operatives last July, which created the largest community food retailer, with annual sales of more than £4 billion and more than 2,200 food stores.
More than 500 stores have already been refitted and rebranded under The Co-operative banner.
All the food stores will be brought up to the new brand standards over the next two years, with 700 refits planned for 2008.
“The refits will focus on fresh food, with more refrigeration in stores so that we can stock a wider range of fresh products,” Barnes added.
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