Coop Danmark opened a new supermarket in Copenhagen last month, which has the highest share of organic products in the country.
The new Irma ØKO was launched on 18 January, offering a wider range of organic products than the retailer's standard Irma supermarkets.
Coop says that Denmark has the highest share of organic grocery sales in the world, with organic products accounting for almost 10% of total grocery sales. However, at its new store, organic grocery accounts for 86.2% of sales.
"Irma ØKO is intended as an experimentation centre for Irma, where we can test how far we can go with organic and, not least, see how far our customers want us to go," said Søren Steffensen, director of Irma.
"The first weeks have shown that we can go further than we imagined. And the results from Irma ØKO are therefore very inspiring for the rest of the chain."
Organic Growth
Coop Denmark says that its new store has seen a greater growth in overall sales compared to the rest of the Irma chain, with shoppers also making more purchases compared to a standard store.
Irma ØKO has replaced most products with similar organic variants, including sweets and confectionery, fruit and vegetables, bread, milk, meat, and wine.
Products that cannot be organically-produced, such as salt or toilet paper, are instead environemntally-certified.
In terms of branding, the Irma ØKO store has replaced the chain's classic blue colour with a new green branding to reflect the product offering.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.
