Co-op
Range: Irresistible | Launched: 2003 | No. of SKUs now: 400 | How has it evolved? The Co-op spent £1m promoting its new Truly Irresistible range back in 2003. Hoping to change consumers’ perceptions of the store, the Co-op recruited award-winning chef Paul Heathcote to develop the range, which started with an 11-strong portfolio including Salmon Fish Cakes with Salsa, and Bramley Apple & Cinnamon Ice Cream. Over a decade later, in 2016, the retailer ditched ‘Truly’ from the brand’s name, relaunching the range as Irresistible with 350 lines across 35 categories.