Co-op hopes its posh nosh will challenge rivals

The Co-operative Group has launched an upmarket food range to compete against rivals such as Tesco Finest.

A£1 million television and print advertising campaign will run to support the venture.

The Truly Irresistible range consists of 11 products, and the grocer will test their performance before extending the offer.

Chief general manager for strategy John Bowes said that it would 'not be inconceivable' for the range to comprise approximately 50 lines in the future.

He said: 'We have lots of ideas in the pipeline. We wanted to develop a range of products that is better than any of the major multiples' premium ranges.'

Separately, the Co-op is now selling what it claims to be the UK's first fairly-traded oranges.