Co-operative Group has revamped its own-brand premium range this week to drive sales.

The Truly Irresistible range has been expanded by 50 products to total 450. The relaunched logo and packaging has been updated by agency GJ Creative and the prices are being cut by a minimum of 25% from May 25 to June 14 as a launch promotion.

The revamp follows other grocers relaunches of their own-brand ranges. Asda relaunched its mid-tier brand as Chosen By You last year, followed swiftly by Sainsbury’s revamping its top-end Taste the Difference range. Sainsbury’s is also part way through relaunching its mid-tier range under the brand ‘By Sainsbury’s’.

Co-op’s Truly Irresistible relaunch is backed by an advertising campaign, showing a family sitting down to eat a Truly Irresistible meal, including parma ham, stone-baked mozzarella, tomato and pesto pizza, garden salad and lemon and summer berry torte. The ads were created by TBWA\Manchester.

Co-op Food commercial director Sean Toal said people are eating in rather than out in the tough climate, so the extended Truly Irresisitible range “is ideal for creating quality dining experiences at home”.

The extended range includes higher-welfare British meat and poultry as well as seasonal products. Some old favourites have also been improved, including its margherita pizza, all-butter croissants, and gruyère cheese and poppy seed twists.

The grocer has also overhauled its food website to tie in with the relaunch at

New products in the range include limited-edition pancetta, pea shoot and mint pesto tart, and gluten-free pork.