Co-op overhauls own-label range

The Co-op's Truly Irresistible range will be renamed Irresistible
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A range of bakery products are set to be repackaged as The Co-op shakes up its 3,500-line own-label offer.

According to British Baker sister publication The Grocer, the retailer is phasing out its Loved by Us range over the next few months and will be using the ‘Co-op’ brand instead on products.

Meanwhile, its Truly Irresistible range of premium products becomes Irresistible from this month, including a total of 350 lines in 35 categories. The first new Irresistible lines include pizza, sandwiches and snacks.

The Co-op is believed to want to increase own-brand sales from 25% to 50% of overall sales with the overhaul.

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