Co-op Wholesale is relaunching its Nisa symbol group with a new proposition and branding to drive sales for retailers, The Grocer can reveal.
At the Co-op Wholesale Partner Summit in Leeds, attended by The Grocer, MD Katie Secretan said the new look and feel aimed to bring the Nisa brand “closer to Co-op”.
The new fascia will still feature a yellow colour as a “nod to the Nisa heritage”, but will strengthen its connection with the Co-op by using its typeface and a navy blue background to showcase a more premium offer.
“Nisa has served us well and is really credible in the symbol market on its own, but it does feel a little outdated,” said Secretan. “Modernising Nisa and the symbol group is really important to make sure we stay bold and focused in the market.”
As part of the Nisa relaunch, which will become available to retailers from 1 January, it will also be enhancing the Nisa proposition by “doubling down” on food missions, promotions, and in-store activations, Secretan added.
“In today’s symbol market, there are lots of retailers with a sign above their door, but they’re not really ingrained in that business,” she said. “This relaunch is a full new proposition, and we expect this to drive significant sales and help retailers make their shop work better for them and their communites.”
This is being backed by a new trading and propositions team under Co-op Wholesale, which will give the business “the freedom, power and complete autonomy” to decide on ranging, pricing, activations, and promotions.
“It’s a really important structural change,” said Secretan. “We will still harness the buying power of the new commercial and logistics division, but the big difference is that we can now decouple ourselves from a trading perspective.
“We can now decide how we take that product to market, so we can be much more focused and agile as a wholesale business and towards what our retailers truly need and want.”
The new Co-op Wholesale trading and proposition team is already in motion and is made up of 70 people, consisting of exisiting staff members and new recruits. They report to Martin Swadling, Co-op Wholesale’s new customer director.
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