Danish supermarket chain Coop Danmark has announced a rebrand of its private-label organic product line, which will now be known as 365.
The strategy reinforces the retailer's plans to increase sales of organic products from 7 per cent to 15 per cent of its overall sales.
Along with the existing products being rebranded, the line will also include 150 new offerings. The supermarket has already launched 34 of the new products in its stores.
The supermarket chain said it chose the brand name as it should be "easy to live ecologically every day".
With this move, the retailer's organic range under its Fakta discount banner will double in size.
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