The Co-operative Slashes Sugar

Coop Squash

British grocer The Co-operative Food has pledged to customers that will remove almost 100 million teaspoons of sugar from its shelves by introducing a ‘no added sugar’ private brand line of squash based juices.  The removal of added sugar from its “High Juice” squash line will reduce the amount of sugar in the range by 90%.

The retailer also announced that it was signing up to a five-point pledge under the UK government’s Responsibility Deal.

Which includes a commitment that by the end of this month all The Co-operative Brand dilutable drinks will contain no added sugar and 90% of all private brand soft drinks will be either sugar free, have no added sugar or will be low in sugar.

The Co-op’s five pledges are:

  1. By the end of July 2014, the entire range of The Co-operative private brand Dilutable Drinks (High Juice and squashes) will contain no added sugar.
  2. By the end of July 2014 more than 90% of all The Co-operative private brand soft drinks (squash, fruit juice, carbonated drinks and water) will be either sugar free, have no added sugar or will be low in sugar (low sugar = < 2.5g/100ml).
  3. The removal of added sugar from the retailer’s High Juice Squash range, reducing the amount of sugar in the range by 90%.
  4. By early 2015, healthier soft drinks (either sugar free, no added sugar or low in sugar) will have 25% more shelf space in stores.
  5. The creation of a new “health and well-being” line of soft drinks, using only natural ingredients and sweeteners, introduced by the end 2015.


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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.