British retailer The Co-operative Group announced the will rebranding a significant portion of its Private Brand portfolio as “Loved by Us”. The new brand will include as many as 700 products launched by Christmas with the first new items arriving in stores as early as September.
Co-op own-brand strategy manager Marjorie Murphy told the Britsh trade magazine, The Grocer: “The new look is confident, bold, and in keeping with the modern co-op business that we are today, she added. “The response has been very positive from consumers, staff and suppliers. They say it is very original and not like anything else they have seen on the market.”
The revamp of the brand is the latest example of how Private Brands have become the key battleground for grocery retailers in the United Kingdom after a week when Tesco and Sainsbury’s have been locked in battle over the price and quality of their food.
The company’s Private Brand portfolio has struggled to match the expansion brands at some of the UK’s biggest retailers including: Tesco, Sainsbury’s, Asda and Morrisons, who have heavily invested in their Private Brand portfolios and seen significant sales growth from the investment.