Coop Sweden is relaunching and expanding its low-price private brand Xtra. With new modern packaging design and several new products, Xtra will be increasingly on the shelves in the coming years.
Coop has three proprietary brands: Xtra, Coop, and Änglamark. Xtra is the choice for the price-conscious customer and has an assortment of about 250 products, which includes both food and household products. In the next two years, the brand will almost double with the addition of another 200 products. The launch includes 45 new products, with around 100 redesigned packages.
The goal with the new design is to broaden the target group and include more customers, says Maria Billow Bergendahl, Marketing Manager, Own Brands at Coop.
In 2020 there will be a significant relaunch campaign for Xtra. The new design for Xtra has been developed by MadBureauet and is common to Coop in the Nordic countries.