The Co-operative Food Unveils New ‘Loved By Us’

loved by usThe UK’s fifth biggest food retailer The Co-operative Food is set to re-launch its re-imagined Private Brand ‘loved by us’. The brand, which was redesigned by Coley Porter Bell, will make its debut in store in September, with 700 products being introduced by Christmas.

Vicky Bullen, CEO of Coley Porter Bell, said: “The Co-operative has a fantastic reputation for honesty and straight dealing. In many ways The Co-operative’s values are perfect for the times. It is the least corporate of the supermarkets. It serves its members. It is transparent, fair and has a reputation for integrity. But perhaps its previous designs were a little too regimented. Our design problem was how to make integrity relevant to taste. The new designs show that you can be honest and straightforward but still communicate taste first and foremost while injecting a coherent personality into products ranging from health foods to ready meals.”

Marjorie Murphy, own-brand strategy manager, The Co-operative Food, said: “We wanted to demonstrate our love and passion for food. The name Loved by Us was as a result of customer research, which was undertaken to ensure that the packaging clearly communicated the great quality of the new range, in addition to the integrity associated with The Co-operative’s own-brand products. We are confident that customers will be impressed by our Loved by Us products, as they all come with the guarantee that they have been developed with care and pride, by experts who are passionate about creating tasty and delicious everyday foods. The packaging design is bold, contemporary and naturally vibrant – in keeping with our modern co-operative business and our aim of attracting a younger target audience to our stores.”

The roll out of the redesigned brand will start with food-to-go products, followed by ready meals, pies and pizzas.

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Christopher Durham
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.