Co-op relaunches Truly Irresistible range
The Co-operative Group has relaunched its own-label Truly Irresistible range to attract the increasing number of shoppers who are eschewing eating out in order to dine in on restaurant-quality food at home.
The Truly Irresistible packaging has been given a fresh new look and a further 50 products have been added to the already 400-strong range.
This includes higher-welfare British meat and poultry and seasonal fruit and vegetables, as well as a range of premium pre-prepared meals.
The Co-op is supporting the relaunch with a multi-million TV advertising campaign which features a family of four sitting down to eat what looks like a restaurant-quality three-course meal. The retailer is also offering a 25% off deal until 14 June.
Sean Toal, The Co-op’s commercial director for food said: “With continued pressure on everybody’s purse strings, many people are eating in rather than dining out, so the extended Truly Irresistible range is ideal for those looking to create quality dining experiences at home.”
The Co-op is extending its digital reach in support of the brand with a redesign of The Co-operative Food’s website launched yesterday (www.goodwithfood.co.uk ). There will also be a series of exclusive competitions on Facebook and Twitter.
The relaunch follows revamps of Sainsbury’s Taste the Difference and Asda's Chosen by You ranges last year.
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