The Midlands and Southern Co-operative Societies have announced they are to adopt the national Co-operative brand.

The societies say the decision is a response to the success of the brand and recent advertising campaign. In the move the societies' stores will convert to the standard Co-op fascia.

Midlands Co-op chief executive John Fitzgerald said: "The scale and spread of the Co-operative branding, supported as it is by extensive TV and national newspaper advertising and promotion in-store, is such that it makes sense for us to be part of it."

Southern Co-operatives chief executive Mark Smith added: "We now have the opportunity to bring together the power of the national brand with the high standards of local commercial operations and community engagement."

Co-operative Group chief executive Peter Marks said he hoped other societies would follow suit. "After all, 40% of the groceries sold by independent societies already carry the Co-operative logo," he added.