Italian retailer Coop has launched a new private-label line, D'Osa, which is dedicated to home cooking, in response to growing consumer demand.
The retailer says that this trend has been largely fuelled by the number of TV food shows on Italian television.
The new D'Osa range consists of 37 items, such as semi-finished products to help create desserts, sweet and savoury pastries, doughs and decorations, enabling would-be chefs to prepare creative recipes quickly and easily.
The intention is that the complete range will feature 55 references, primarily including desserts and flour mixes.
The assortment is made with 100% Italian raw and organic materials, with low salt content and without sweeteners, dyes or thickeners. There is a limited use of additives, while soy and corn are GMO-free.
The initiative also includes the launch of a new recipe book, featuring a range of dishes that can be made with products from the new line. Additionally, the D’Osa range is being advertised through the Makkox animated web series, consisting of 16 videos.
Private-Label Growth
The launch of D’Osa is part of Coop Italia’s celebrations for the 70th anniversary of its private-label offering.
In 1948, all the cooperatives decided to adopt the joint Coop brand, which today consists of over 4,000 products divided into different lines, generating a total turnover of around €3 billion.
Over the years, Coop's offering has been redesigned, responding to changing consumer needs and environmental and food-safety requirements.
Consumers now want more organic and natural food, as well as local, novelty and exotic products.
Last year, Coop Italia redesigned the packaging of over 2,000 private-label products and launched new lines, such as Origine, Amici Speciali and Casa Coop.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine.
