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Coop starts the revolution, in 2 years about 5,000 new products of the brand

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Coop kicks off the brand product revolution. In the space of two years, about 5000 new products will be on the shelf, which will innovate the offer by 50%. To completely change its positioning on the market, this is what Coop has decided to do, which is about to launch an authentic revolution in the offer of its branded product. The numbers prove it. Established more than 70 years ago, currently the share of Coop’s product is around 30% with a turnover of around 3 billion euros, of which 40% of the food part comes from fully traceable supply chains, unique in Italy. The current offer includes 15 dedicated lines, some of which boast indisputable records. Vivi Verde (Coop’s organic which made its debut in 1999) is the first organic brand sold in large-scale distribution in Italy with almost 1000 references and has continued to grow during the pandemic with a value trend of + 6%. Or Fior Fiore with its 750 products capable of representing the best of gastronomic culture. The revolution will take place over two years starting from this May when about 5,000 new products will arrive on the shelf (including reformulations, packaging changes so as to enhance their contents and proposals that have never been seen before) which will innovate the offer by 50% by going to cover entire market segments once not frequented by a supermarket brand and significantly expanding the existing ranges to meet the increasingly specific needs of members and consumers. All this, in compliance with the historic commitment of Coop and the 6 cornerstones of the branded product: Goodness, Convenience, Safety, Ethics, Ecology and Transparency. A real challenge that Coop has decided to tackle and such as to completely change the assortment in its network of over 1100 points of sale in 18 regions of Italy, making it unique. Equally ambitious the goal; or double the turnover of its branded product over the next 4 years, passing from the current 3 to 6 billion in turnover. in the assortment will be the products of breakfast and subsequently at the turn of the summer alcoholic and non-alcoholic drinks, pasta, first courses and condiments. The extension of the branded product inevitably brings with it an increase in the network of supplier companies, with over 500 “historical” suppliers now being joined by another 250: an impressive production fabric and in most cases Italian, for 80% small and medium-sized enterprises. This causes important changes in the assortment at the point of sale where Coop will increasingly play the role of “brand” by covering the different needs of consumers from simple and particularly cheap basic products (where Coop quality is guaranteed in any case) to gourmet excellences or to functional lines for multiple needs. A unique project in Italy and in Europe in terms of extension and methodology used.

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