Coop Switzerland Co Brands With Swiss National Brands

coop-natruaplanSwiss retailer Coop Switzerland (CH) has introduced a collection of Private Brand products in their organic range, Naturaplan that will be cobranded with well-known Swiss national brands. The launch is to celebrate the 20th anniversary of Naturaplan, the first organic own brand range in Swiss retail. Products included in the co-branded organic line include Knorr Stocki , Zweifel Nature crisps, as well as the Gala cream cheese from Emmi.

“For the 20-year anniversary of Naturaplan we offer our clients very special innovations, including the first time a selection of Swiss brands in organic quality. We have worked together for over a year with our brand suppliers from realizing this idea,” said Roland Frefel, head fresh produce and food at Coop.

Coop’s Naturaplan currently comprises 1,600 organic SKUs, produced in partnership with Bio Suisse, an organization for Swiss organic farmers. Swiss farmers who run their entire operation biologically, adhering to the guidelines of Bio Suisse, manufacture all of these bio-brand products. Other Swiss national brands will be added to the organic range during the anniversary year with the next brand extension planned for March.


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.