Co-op: own-label move for in-store bakery

02 October, 2008
The Co-op is rolling out its re-launching its entire range of in-store bakery products into its own brand, and revamping its in-store bakeries.
The change will take effect from 6 October. It means that Co-op’s ISB products will have to meet strict guidelines, be made with only free-range eggs and be free from artificial colours, flavourings and hydrogenated vegetable oil.The range includes many premium Truly Irresistible products, including all-butter croissants and French baguettes.Speciality breads include Truly Irresistible Multigrain Rustique bread and Truly Irresistible Tomato Tear & Share Bread. For customers with a sweet tooth, the Truly Irresistible range also includes tempting new cookies, including triple chocolate, maple & pecan and white chocolate & cranberry varieties.Category buyer for bakery Ian Kevitt said: “The bakery team has worked closely with experienced suppliers and bakers to introduce a fantastic, all-encompassing in-store bakery range designed to really tempt the tastebuds of our customers." The Co-operative operates 1916 in-store bakeries in stores throughout the UK.

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