A further 1,000 Co-op own brand products across fresh and ambient categories will be made available to Nisa and Costcutter retailers next month.
This will bring the total number available to these retailers to almost 2,000, which represents more than 80% of the Co-op range. The roll-out began last summer after the Co-op completed its takeover of Nisa and commenced its supply agreement with Costcutter.
The extended range will be rolled out on a category-by-category basis throughout April with the group claiming it will help retailers “meet the changing shopping missions of today’s consumer”.
To support the roll-out, Nisa, Costcutter and the Co-op have worked together to create guides that aim to help retailers decide on the optimum range of own brand products to stock based on their store size.
Nisa’s CEO Ken Towle commented: “A quality own brand range is of strategic importance for the modern convenience store as the customers shopping mission changes. Through this extended range we are giving our partners the opportunity to compete and capitalise on the sales driving potential of the Co-op’s award winning own brand range.”
Darcy Willson-Rymer, CEO of Costcutter added: “Co-op own brand products have been enormously popular with our retailers and their shoppers. By more than doubling the range available through this launch phase, we are providing fantastic opportunities for our retailers to drive additional footfall and basket spend while also enjoying some great margins.”
Nisa and Costcutter will be showcasing the extended range at their forthcoming trade exhibitions on the 2 & 3 April, and 28 March respectively.
NAM Implications:
- Important in terms of not only a loss to brands…
- But also in terms of a Co-op being encouraged to extend their own label coverage.
- Brands have to work harder at selling their little extra…
- …or settle for brand dilution…
