Co-operative relaunches premium Truly Irresistible label



Truly Irresistible: new look and range

Truly Irresistible: new look and range


The Co-operative is re-launching its premium Truly Irresistible range with a fresh packaging design and new products.

The retailer is promoting the range with a minimum 25% off between 25 May and 14 June 2011, when new summer eating lines will also be introduced.

The range comprises 400 products, ranging from indulgent treats to ingredients for a special evening meal.

The range only uses British meat with higher animal welfare standards such as free range chicken and Freedom Foods in pork and bacon. These criteria apply across the range, whether frozen, fresh or as an ingredient in prepared products, says the Co-operative.

Kate Jones, head of food product, policy and technology at The Co-operative Food, said: “With continued pressure on discretionary spending, the Truly Irresistible range provides an affordable way for our customers to treat themselves. We’ve reviewed the range to make sure every single product tastes fantastic and launched lots of delicious new products too.”

New lines include:

The Co-operative Truly Irresistible Limited Edition Pancetta, Pea Shoot & Mint Pesto Tart – £3.00

The Co-operative Truly Irresistible Garden Salad with Pea Shoots & Mint Dressing – £1.60

The Co-operative Truly Irresistible Limited Edition Italian Three Cheese Fougasse – £2.50

The Co-operative Truly Irresistible Parma Ham – £3.00

The Co-operative Truly Irresistible Brownie Cheesecake Wedge – £3.00

The Co-operative Truly Irresistible Sicilian Lemon and Summer Berry Torte £2.50