UK grocer The Co-operative Group has relaunched its premium own-label Truly Irresistible range.
The company said today (25 May) that it has improved recipes across the line, introduced higher animal welfare standards to its meat and poultry products and launched 50 products to the 400-item line. These new products include pre-prepared meals and desserts, bread, fresh seasonal produce and snacks.
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The relaunch will be supported by a cross-platform marketing campaign, including digital activity – such as a redesigned Good with Food website – and consumer advertising. The retailer is also offering 25% off the entire Truly Irresistible range from now until mid-June in a bid to drive trial purchases.
The move comes as own-label competition in the market heats up. Sainsbury’s has confirmed that it plans to revamp its own-label line, while reports suggest that Asda is plotting a similar initiative.
