Co‑op Wholesale is expanding the range of own-label products available to independent retailers.
The move followed strong retailer demand for greater choice, improved margins, and access to a nationally trusted convenience brand, Co-op Wholesale said.
It is launching Co-op’s dine-in own-brand range Served into the wholesale channel so independent retailers can take advantage of the ‘dinner for tonight’ mission.
Co-op Wholesale said the category had become a “growth engine” for convenience retail and was designed for shoppers who were still looking for an elevated treat-worthy experience during the cost of living crisis.
Its food-to-go range has also been upgraded to “level the playing field” for independents. Key additions include value‑led SKUs, limited‑edition flavours, and triple sandwiches. A refreshed premium tier has also been added with “market-led flavours” to help independents meet rising expectations without compromising on operational simplicity, Co-op Wholesale added.
The wholesaler has also added 100 Co-op own brand SKUs spanning bakery, meats, core canned goods and other everyday essentials, giving retailers more opportunities to drive sales, boost basket spend and differentiate themselves in an increasingly competitive convenience market, it said.
“Shoppers want inspiration, speed and quality without compromise, and independents are uniquely placed to deliver that,” said Martin Swadling, customer director at Co-op Wholesale. “The opportunity is to think beyond single products and build shopper loyalty by solving the daily dinner dilemma and food on the go, with ease and excitement.
“Independent retailers deserve access to the quality and innovative products that drive growth and with the trusted quality and responsible sourcing credentials of Co‑op own brand behind us, by partnering with Co-op Wholesale, independents have a real opportunity to win in these missions by making everyday decisions easier for their shoppers.”
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