The Co-operative Group has expanded its Truly Irresistible premium range to include 300 products, with plans to rollout an additional 50 throughout the year.

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About 40 products will be launched before June in fresh foods, ambient grocery, soft drinks, convenience and frozen categories, the UK retailer said.


Truly Irresistible sales now account for 7.5% of the group’s total retail sales, up from just 2% two and a half years ago.


“We are really excited by the potential Truly Irresistible has. We are moving the range in a more adventurous direction,” a spokesperson for the UK retailer told just-food.

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