The retailer intends to introduce 26 products across the fresh food, ambient grocery, soft-drinks, convenience and frozen-food sectors by June. It is also planning to add a further 50 products by the end of the year.
The additional premium lines include Smoked Haddock Florentine, Irresistible Tomato Roast Pepper and Balsamic Sauce, and Fig Grande Tortellini.
The Co-operative introduced Truly Irresistible in 2003. The brand accounts for 7.5% of its retail sales, up from less than 2% in 2005. Sales of Truly Irresistible products in 2008 are reported to be up by 35% on last year.
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