Retail giant Coop has partnered with television personality and chef Paolo Roberto to introduce a range of Italian food products in Sweden, under the brand name 'Paolos, exklusivt på Coop' (Paolos, exclusively at Coop).
The assortment will include mixed olive oil, balsamic vinegar, different kinds of pasta and ready-made pasta sauces.
'The Biggest Bet Ever'
In total, the partnership will see the launch of 52 new SKUs in Coop stores by autumn of this year.
It will be one of the largest product launches of a single brand in the Swedish grocery trade.
Roberto called the deal “the biggest bet ever” for his business. “Now I want the Swedish people to experience my Italy and all the amazing products and tastes that I have grown up with," he added.
Three Stage Launch
The launch will take place in three stages, starting with olive oil and balsamic vinegar.
Bread and biscuits will be launched in the second stage, followed by pasta, pasta sauces, tomatoes and vegetable preserves in the third phase.
The assortment includes 'Terra Mia' olive oil, which is made of olives sourced from Roberto's own crop.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.