Coop Sweden Relaunches Xtra

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.

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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.