The Co-operative Group is overhauling its own-brand food range to help put its food business back on track.
The Co-op will rebrand its own-brand range, Loved by Us, and will relaunch as many as 700 lines by Christmas, according to The Telegraph.
New products will begin arriving in stores from September.
Own brand, a key battleground for grocers, is considered one of The Co-op’s weaker areas as it has struggled to keep up with the expansion of Tesco, Sainsbury’s, Asda and Morrisons’ own-label products.
The Co-op, which has been losing ground on rivals, returned to sales growth in the latest figures by Kantar Worldpanel. Sales edged up 0.2% year on year in the 12 weeks to July 7 after four successive months of decline.
The Co-operative Group’s new chief executive, former Kingfisher UK boss Euan Sutherland, is looking to improve its service and in-store offer in its food shops and plug a hole in its finances in the banking arm.