The Co-operative is launching a new premium own brand food and drink range named ‘Irresistible’.

The brand will feature more than 350 food and drink products across 35 categories and will be in store by the end of the month, while the Co-op’s ‘Loved by Us’ brand name and identity is due to be phased out. 

The group said it aims for Irresistible to hit 10% of all own brand food sales within the next three years. It will focus on two core own brand quality tiers: Co-op and Irresistible.

New products include: kale and chilli prawn pizza; n’duja sausage and provolone pasta; Belgian chocolate and Cornish sea salted caramel mousse; and Kansas style burnt ends and sweet potato fries.

Bespoke exclusive ingredients have also been sourced to create a significant point of difference - first to market is a champagne barrel aged vanilla which will be used as a signature flavour across the Irresistible range in yoghurts, ice cream and delicious desserts. Products are taste tested and benchmarked by an independent panel to ensure every product delivers the brand promise of outstanding flavour.

Breige Donaghy, Co-op director of delicious food, said: ‘‘Our team have spent many months and travelled many miles to source and discover quality and authentic ingredients to develop our premium range. We have worked in partnership with our suppliers to create dishes that deliver flavour and developed recipes that use restaurant preparation and cookery methods to produce food to exceed the customers’ expectations.”

The packaging is designed to inspire the customer and get them excited to taste the food they’re buying. A bronze Co-op Logo will feature prominently, tying into the recent rebrand of the core own brand range, while a distinctive bronze and black brand panel will ensure Irresistible products really stand out in stores.

Irresistible will launch with 3 for 2 on selected lines, Christmas lines and beers, wines and spirits.