Coop Sweden has launched Coop Prima, a new range of premium products for the run up to Christmas. The range, which will comprise 70 products, is the first premium PL offering developed by Coop, although the supermarket has a long history of familiar PL brands - including Blåvitt, X-tra, Signum and Änglamark.
Stylish packaging, a higher level of quality, and highlighting the origin of products are all features of the new range, with Titti Bergenholtz, head of own-brand development at Coop saying that in terms of the new range, Coop "has found a gap to fill." (23 Nov)
© 2010 - ESM: European Supermarket Magazine
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