The Co-operative has relaunched its Truly Irresistible premium range with 50 new products and money-off promotions across the portfolio.

Additions to the range include parma ham, garden salad with pea shoots & mint dressing, gluten free Aberdeen Angus beef burgers, and strawberry and Champagne triple layer cake.

To encourage shoppers to try the Truly Irresistible products, the entire range will have a minimum of 25% off until 14 June. The launch is being backed by national TV advertising featuring the Co-op ‘family’ sitting down at a table to eat what looks like a restaurant-quality three-course meal.  

Sean Toal, commercial director for The Co-operative Food, said:  “With continued pressure on everybody’s purse strings, many people are eating in rather than dining out, so the extended Truly Irresistible range is ideal for those looking to create quality dining experiences at home.

“The extended range includes higher-welfare British meat and poultry, as well as fresh seasonal fruit and vegetables and top-quality store cupboard ingredients - all perfect for scratch cooking.”

As well the 50 new product launches, the Co-operative has made improvements to the existing range with higher product specification, improved welfare standards and new recipes.