(ANSA) – MILAN, MAY 13 – About 5,000 new products, including reformulations, packaging changes and hitherto unpublished proposals, will arrive on Coop shelves within two years, innovating the offer by 50%. What Coop defines as “the revolution of the branded product” and which starts as early as May was presented today in Milan.
Established more than 70 years ago, currently the share of Coop’s product is around 30% with a turnover of around 3 billion, of which 40% of the food part comes from fully traceable supply chains. “Today we are already talking – explains Coop – about a rich and articulated offer: with 15 dedicated lines”.
“It is a job that nobody has done in Italy and in Europe of strong change and development of our brand product – explained Marco Pedroni, president of Coop Italia -. In a period of war and inflation we think it could be an operation which gives a change and a shock to Coop, the distribution market but which can also be important and functional to families and consumers and to that weaker party that must help them to choose quality products at an affordable price “.
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: 80% of medium and small sized companies. This causes important changes in the assortment at the point of sale where Coop will increasingly play the role of ‘brand’. “This is not an attack on brands that will remain a fundamental feature of our offer – explained Domenico Brisigotti, Food Coop Commercial Director -. This project was born in a context that is not today’s one, but its need today becomes clear. This choice it will give an answer to the Italian consumer in search of convenience “. (HANDLE).
Source: Ansa
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