Coop Sweden To Relaunch Its Private-Label Brand, Xtra

By Dayeeta Das
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Coop Sweden To Relaunch Its Private-Label Brand, Xtra

Coop Sweden has announced plans to relaunch its low-cost, private-label brand, Xtra.

The brand is a favourite for price-conscious consumers and offers around 250 everyday food and household products.

As part of the relaunch, the retailer will introduce a new packaging design and expand the product assortment.

New Design

The new packaging design has been developed by the advertising agency MadBureauet and will be common for Coop in the Nordic countries, the retailer added.

Marketing manager for own-brands at Coop, Maria Billow Bergendahl, said, "Coop is now leaving the old blue-white platform and taking Xtra into a more luscious present.


"We want to convey that Xtra is our most affordable products. Our goal with the new design is to broaden the target group and include more customers."

Wide Range Of Products

Over the next two years, Coop Sweden aims to add 200 new products to the Xtra brand.

The first phase of the relaunch, scheduled for this autumn, will see the introduction of 45 new products and around 100 products will feature the redesigned packaging.

In 2020, the retailer will also launch a major campaign for the relaunch of the brand.

© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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