The 11-strong line comprises products such as exotic salad with mango and chilli dressing, Bramley apple and cinnamon ice cream made with West Country double cream, and chicken fillets with asparagus and bacon in a creamy Gorgonzola sauce.
The range is positioned as being the same quality found in superstores, but available on consumers' doorsteps in convenience stores.
The Co-op is backing the range with marketing support worth £1m. This includes a 40-second TV execution by Partners BDDH as part of its Co-op 'Creatures' campaign. The ad broke yesterday (Wednesday). It is accompanied by press ads that will run for eight weeks.
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