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.

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.