According to Kate Jones, head of range development at The Co-operative, Truly Irresistible now accounts for 7.5% of retail sales, up from less than 2% two and a half years ago.
Sales of Truly Irresistible products in 2008 are also reported to be up 35% on last year.
“We are delighted but believe there’s room for another 50 lines,” said Jones, claiming range participation of 11-12% of sales was “definitely on the cards”.
The new additions are across the board: in fresh foods, ambient grocery, soft drinks, convenience and frozen.
Jones again: “We started by doing the basics really well, for example the best York ham and Cheddar cheese. In most categories we have got that now, so we have started to say let’s add some more sexy products such as gorgonzola and fig grande tortellini.
“We’ve established the range and are starting to push out to more adventurous products.”
The Co-operative said its food business had not been affected by the current credit crunch.
“Thus far there’s been no indication in our sales that people are cutting back on food spend,” said Jones.
Jones added premium lines benefited from the parallel trend to healthier products.
“Quality food is healthy food – we’ve not seen a reduction in our footfall on premium,” she said.
Jones claims the range – both ready meals and cooks ingredients – also appealed to consumers who opt to stay in rather than go out to eat.
New Truly Irresistible lines include:
Summer kiss tomatoes £2.19 120g
Mini meringue nests £1.59 16 pack
Fairtrade chocolate sauce £1.99 195g
Fairtrade dark chocolate with spices and orange oil £1.29 100g
Channel Island Brie £1.79 135g
Olive ciabatta rolls £1.59 4 pack
Peppercorn sauce £1.89 250g
Smoked haddock Florentine £3.99 325g
Bistro salad with beetroot and balsamic dressing £1.79 130g
Berry cheesecake £3.99 525g
English apple crush £1.79 750ml
By Fiona Briggs
