Co-op revamps premium range
Published:  26 May, 2011

The Co-operative has relaunched its premium Truly Irresistible range, adding 50 new products and revealing a sleek new look and multi-million-pound advertising campaign.

The revamp includes national TV adverts and The Co-op’s sponsorship of ITV National Weather, as well as a redesigned website, and exclusive Facebook and Twitter competitions. To encourage shoppers to try the relaunched line, the entire Truly Irresistible range will be on promotion, with at least 25% off until 14 June.

Sean Toal, The Co-operative's commercial director, said:  “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.”

The extended range includes higher-welfare British meat and poultry products, as well as a selection of pre-prepared meals. The Truly Irresistible sausage and burger ranges are now 100% gluten-free. New products include Truly Irresistible parma ham, gluten-free pork, jalapeño and coriander sausages, and gluten-free Aberdeen Angus beef burgers.

The Truly Irresistible range only uses British meat (excluding Continental meats), which meets higher welfare standards such as Freedom Food chicken, pork and bacon. This criteria applies across the entire range of fresh, frozen range, as well as ingredients in pre-prepared meals.