The Co-operative Group has relaunched its own-label premium range Truly Irresistible to cash in on shoppers choosing to dine at home.

As well as getting a new look, 50 new products have been added to the 400-strong range, including pancetta, a pea shoot & mint pesto tart, garden salad with pea shoots & mint dressing and Parma ham.

The launch is being supported by a 25% off deal until 14 June, as well as TV ads featuring the ‘Co-op family’ eating a three-course meal of Truly Irresistible products.

“With continued pressure on everybody’s purse strings, many people are eating in rather than dining out, so the extended Truly Irresistible range is ideal for those looking to create quality dining experiences at home,” said Sean Toal, The Co-op’s commercial director for food.

The society is the latest in a line of major retailers to revamp their own-label ranges. Sainsbury’s relaunched its premium range Taste the Difference last September and this month revealed its standard ranges would be overhauled under the new tag By Sainsbury’s. Asda last year relaunched its standard range as Chosen By You.

Read more
Asda ditches ‘middlemen’ in £27m fresh produce rejig (21 May 2011)
Sainsbury's sets out ‘biggest-ever’ own-label revamp (15 April 2011)