The Heart of England is the latest Society to adopt the Co-operative branding across all its stores.

The decision came following a successful pilot and as a result of the massive marketing campaign introduced by the Co-operative Group.

Following the trial of the branding at its renovated store in Earlsdon, Coventry, the Society will roll it out to all 33 of its food stores in Coventry, Warwickshire and south Leicestershire.

Ali Kurji, Chief Executive of the Heart of England Co-operative Society, said: “The Society has watched with interest how the new brand has developed and performed and the momentum created when adopted by other Societies. The response to our re-branded store in Earlsdon has been very positive.”

The Group’s aim is to generate a common identity acknowledged across the region. While the total of outlets holding “The Co-operative” brand currently stands at more than 3,200, the Group is continuing with re-branding its whole network.

He added: “More importantly, for the consumer we bring together the power of a national brand with the highest possible standards of local commercial operations and community engagement.”

More than 3,200 stores from various societies now have the new-style co-operative branding.