The Co-operative has launched what it describes as a “major” product range, which will be refreshed to reflect UK seasons throughout 2011.
Called Taste the Seasons, the own-brand range “addresses the growing desire for seasonal foods”, the retailer said today (24 January), making use of UK seasonal produce and reflecting “the mood and foods of each season”.
The winter range – in stores now – includes products such as Lentil & Smoked Bacon soup, Deep Fill Steak & Stilton Pie and Beef Stew & Dumplings.
Of the rationale behind the range, a spokesperson for the retailer told just-food: “Seasonal foods are a huge trend, and whilst food magazines and celebrity chefs have been supporting this trend and helping to educate people regarding what is in season, when customers are actually in store it’s sometimes difficult to identify seasonal products and be inspired by seasonal foods.”
The spokesperson added: “The idea therefore was to create a range of easily identifiable seasonal products, that allow customers to spot these products in store, that taste great and promote eating seasonally and reflect the food mood of each season.”
The range, the spokesperson said, will have a “consistent look” in order for consumers to recognise the products in each ‘season’.
Taste the Seasons is aimed at families and younger consumers “who want to ring the changes quickly and easily to their food purchases”.