Co-operative brand boosts Somerfield intergration

The Co-operative Group has converted all own-brand lines in Somerfield stores to The Co-operative brand just 18 months after its £1.6bn acquisition of the supermarket chain.
 
The milestone means that, for the first time, all 3, 000 plus Co-operative own-brand products are now available to millions more customers across the enlarged Co-operative and Somerfield estate, driving its quality and value message through its own-brand range.
 
Branded ranges and promotions across all stores have already been harmonised, and Co-operative and Somerfield customers are already reaping the benefits of The Co-operative’s new-found scale, with better buying terms being reflected in keener prices.
 
The retailer has adopted a “best of the best” approach to ensure that previous best-selling Somerfield own-brand lines are now available in The Co-operative brand.  
 
Another example of this approach is the retailer’s value range, where The Co-operative adopted the popular ”Simply Value” branding and feel from Somerfield to create The Co-operative Simply Value range. The Co-operative’s strict brand standards for value products were applied, with nutritional values as good as any equivalent standard tier product.
 
There are 900 completely new products, and 460 improved products or refreshed seasonal lines, all of which have been through The Co-operative’s panel of food testers, the Taste Team.
 
The Co-operative own-brand range consists of three distinct tiers – its premium Truly Irresistible range, consisting of 400 lines using quality ingredients and focusing on provenance; its core standard range and its value range.
 
It also has exclusive sub-brands, such as its successful “Grown by Us” range of products, which includes food and drink either grown on The Co-operative’s own farms or made using ingredients grown by the business, and the newly-launched “Eat In” range featuring a selection of ready-to-cook meat and fish dishes and prepared accompaniments. Meanwhile its market-leading range of Fairtrade grocery products includes 175 Co-operative own-brand lines.
 
The conversion of the own-brand range is part of the biggest rebrand in UK corporate history as the Group rebrands its network of 5,000 branches, including pharmacy, funeral, travel and food branches to The Co-operative.
 
92% of Co-operative food stores have already been converted and 57% of Somerfield stores, with the remainder due for completion by spring of next year.
 
At the time of the acquisition, Peter Marks, Group Chief Executive, pledged The Co-operative’s commitment to ethical trading would not be compromised, and the conversion means that the retailer’s responsible retailing policies have now been extended to a much wider customer base across the UK.
 
These include higher-welfare British chicken, free-range eggs, responsibly-sourced fish and the widest range of Fairtrade grocery products.  
 
Peter Marks commented: “This is another major milestone in the Somerfield integration programme, which is on track and progressing well. Our ‘best of the best’ approach means that The Co-operative own-brand range is now stronger than ever, offering all our customers convenient, quality food without compromise.”