The Co-operative Group has dismissed reports that fellow co-op societies have rejected its plan for a single identity for the movement.

So far, only MidCounties has confirmed that it will take part in the The Co-operative Group-led initiative, but Zoe Morgan, director of marketing at the latter, said not all societies had come to a final decision yet.

"Most will ­consider this in the next 12 months," she said. "For something of this scale it's moving fast."

The UK's second-largest society, Midlands Co-operative, this week ­confirmed it had no plans to adopt the new fascia - but did not rule out a change of heart. A spokesman said the society had spent in excess of £100m on its retail estate over the past six years, adding: "It is not the correct time in our investment cycle to rebrand our stores.

"We will continue to monitor with interest the results of the brand project, and will keep an open mind as to its direction."