Plymouth & South West Co-op has decided to adopt The Co-operative fascia in a major u-turn for the society.

It plans to pilot the fascia, first launched by the Co-operative Group in 2005 at its Chaddlewood store in ­Plymouth.

Initially, the society said it would not adopt the national fascia. In 2006 it told The Grocer "consumers are more interested in the taste and quality of Co-op own-label products and the standard of store and customer ­service they receive".

However, in the latest issue of its members' magazine Plus:Mag, the society confirmed the move. "Adopting the brand does not mean giving up independence, it means we will continue to be a part of all the environmental, ethical, social and political work co-ops across the country are doing," it said.

"Many of our customers believe we are all one co-op and often become confused when they are not able to use their particular dividend in stores up and down the country. As a collective we can all become stronger and provide a better shopping experience for customers."

Plymouth & South West Co-op had also previously insisted it had no plans to join forces with the Co-operative Group and United Co-op, which merged last July to form the UK's largest co-op.

Last month, both Lothian ­Borders & Angus and Chelmsford Star co-ops said they would rebrand more than 60 stores by the end of this year with The Co-operative fascia, which was introduced to simplify the movement's brand positioning.

The Co-operative Group, meanwhile, is in the process of updating 700 food stores with the new fascia by the end of this year.