Co‑op Wholesale is strengthening its commitment to its independent retailers with the expansion of its wholesale own brand offering across what it terms “key growth and mission-led categories.”
The move follows strong retailer demand for ”greater choice, improved margins and access to a nationally trusted convenience brand,” it added.
Firstly, to provide independents with an advantage in the dinner for tonight mission, the Co-op’s dine-in own brand range, Served, will be launching into the wholesale channel. The mission has become the growth engine of convenience retail at a time when the cost of living is reshaping behaviour, with shoppers still looking for an elevated, treat‑worthy experiences at home.
In addition, its food to go range has also been upgraded and has been designed to help independents win in a category forecast to reach £24bn in 2025 and has seen growth of 3.3%, Co-op Wholesale reports.
The enhanced range has been built to level the playing field for independents and key additions include value SKUs, limited edition flavours, and the top performing sandwich format - triple sandwiches.
A refreshed Premium tier also brings market‑led flavours that help independents meet rising expectations without compromising on operational simplicity.
The wholesaler has also extended its Co-op own brand range with an extra 100 SKUs, spanning bakery, meats, core canned goods and other everyday essentials, giving retailers more opportunities to drive sales, boost basket spend and differentiate themselves in an increasingly competitive convenience market.
Martin Swadling (left), customer director at C-op Wholesale, said: “Shoppers want inspiration, speed and quality without compromise, and independents are uniquely placed to deliver that.
“The opportunity is to think beyond single products and build shopper loyalty by solving the daily dinner dilemma and food on the go, with ease and excitement.
“Independent retailers deserve access to quality and innovative products that drive growth…”
“Independent retailers deserve access to quality and innovative products that drive growth and with the trusted quality and responsible sourcing credentials of Co‑op own brand behind us, by partnering with Co-op Wholesale, they have a real opportunity to win in these missions by making everyday decisions easier for their shoppers.”
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