The Co-operative Group, the UK’s fifth-largest grocer, is to relaunch its standard own-label range under a new name in a bid to boost sales.

The company’s private label will be called Loved by Us with the first products sold under the new name set to go on sale next month.

In April, The Co-op relaunched its own-label line of healthier products under a different name, rebranding the Healthier Choice and Naturally Healthy ranges as Good Life.

The retailer is trying to boost sales, which fell on a like-for-like basis in 2012, a year when profits from its food business were also down as it invested in price amid stiff competition.