The Co-operative Group’s overhaul of its own-label Loved By Us range is continuing apace, with 200 new lines planned before the end of the year.

The society kicked off its own-label revamp in September last year and revealed in its interim results, released earlier this month, that it had introduced 780 new products and revamped 2,500 existing lines in the 26 weeks to 5 July.

This week, a Co-op Group spokesman told The Grocer it had so far upgraded and rebranded 1,900 own-label lines and had introduced more than 1,000 new lines.

Some 200 new lines would launch before the end of the year, he added. These will include The Co-op’s Christmas range, which it said focused on “treat, indulgence and great-quality Christmas family staples,” with products such as Caramel Thins, Snowy Road Mini Bites and Yakitori Mini Skewers. It is also adding new lines to its home baking range, which has just been relaunched.

Categories already relaunched include food to go, ready meals, pies, pizzas and a 75p sliced bread range.

“The Loved By Us branding has proved very popular with our customers,” the spokesman said. “They increasingly recognise the brand represents delicious, high-quality food, which provides good value for money on their favourite items.”

The society revealed in its interim results that it had seen “increased sales across new ranges,” especially in food to go and ready meals, following “investment in price reduction and innovation. Improving our products has been key to our True North strategy.”