UK retailer The Co-operative has announced that it will launch a new premium private-label range called Irresistible, while phasing out its Loved By Us range.
The launch follows the recent rebranding of The Co-op's stores, with a new look and branding.
The Irresistible range will initially include around 350 products across 35 categories, and the retailer is hopeful that it will account for 10% of private-label sales within three years.
Currently, private label accounts for around 7.5% of sales in its stores.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. To subscribe to ESM: The European Supermarket Magazine, click here.
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