n The Co-op is aiming to change consumers’ perceptions of its stores with a new ‘super premium’ own label range called Truly Irresistible.

n Award-winning chef Paul Heathcote is helping to develop new products for the collection, which hit shelves last week.

n Ready meals, sausages, ice cream, salads and salad dressings are among the initial 11-line launch, which includes a bottled ale.