Between branded industrial products and those of discount here comes the great surge of Coop brand products. The giant of Italian mass distribution has started a revolutionary repositioning on the food distribution scene, with 5 thousand new branded references private label on shelves within two years.
The value of Coop brand products
‘Born more than 70 years ago, currently Coop product share is around 30% with a turnover of about 3 billion euros, of which 40% of the food sector comes from fully traceable supply chains, a unique case in Italy’, explains Coop.
The goal is to innovate the offer by 50% and double the turnover of Coop brand products in 4 years, reaching 6 billion euros. (Overall Coop has a turnover of 14.4 billion euros from the operations of 79 consumer cooperatives, of which 7 are large).
The first news
Starting this month the first new assortments arrive on breakfast products, including 57 variants of Coop coffee. Then alcoholic and non-alcoholic beverages, pasta, first courses and sauces follow. And so on for 5,000 new products, including reformulations, changes in packaging and previously unseen proposals, in over 1,100 stores in 18 regions.
The innovation underway recalls the late 2021 initiative, when the line of Coop brand tomatoes and derivatives grew from 22 to over 40 products. With a sales growth of -8% in the first two months.
The fabric of the pioneer
The turning point of Coop is unprecedented in Europe. And confirms the innovative character of the brand evidenced by the many choices made with branded products.
The organic offer dates back to 1999 (today the Vivi Verde line has a thousand items). And it was always the first to bring to the market products conceived with respect for rights, legality, animal welfare, health, and the environment. The elimination of eggs (from any brand) from caged hens in 2010, for example, or the ban on chick sexing, animal products from farms without the use of antibiotics.
New products same philosophy
‘The revolution underway rests on Coop's historic commitment and that of 6 cornerstones of the branded product: Goodness, Convenience, Safety, Ethics, Ecology, and Transparency', declare the managers.
Quality and convenience is a valuable combination in this phase of hyperinflation and war. 'It is a bulwark for the defense of purchasing power, with Coop products allowing families to save 25-30% compared to industrial brands, guaranteeing quality and new performance', explains Marco Pedroni, president of Coop Italia and Ancc-Coop (National Association of Consumer Cooperatives).
A year and a half of gestation
The great turning point of Coop is the result of a year and a half of work. 'It gains strength from the evaluation of what is happening in the world of Italian large-scale retail which is undergoing profound transformation: discounts continue to grow and approach 20% share, promotional purchases have started increasing again, and in the last 15 years brands have surrendered half of their market share. And in this turbulent scenario, the pandemic arrived first and now the war. We are now looking at today but also at the future', says Maura Latini, CEO of Coop Italia.
Who knows if once again Coop will pave the way for other operators in the large-scale retail trade.
Professional journalist since January 1995, she has worked for newspapers (Il Messaggero, Paese Sera, La Stampa) and magazines (NumeroUno, Il Salvagente). Author of journalistic investigations on food, she has published the book 'Reading labels to know what we eat'.
