Coop Danmark Expands Food-To-Go Range

Coop Danmark has announced it is expanding its food-to-go range, with the rollout of dedicated Måltidsmarked ('Meal Market') areas in its stores.

In what it calls ‘Måltidsmarked 2.0’, the retailer will offer breakfast, lunch and snacks at over 400 stores, including Kvickly, SuperBrugsen, Dagli'Brugsen and Irma outlets.

For its breakfast range, the Danish retailer will offer raw vegetables, yogurt drink or rye bread, while lunch will feature sandwiches, wraps, pasta salads and various other meals.

Additionally, Coop Danmark will also sell snacks, tapas and fruit, as well as hot and cold beverages.

"Our Måltidsmarked, which we first launched in January 2016, has been a great success," said Heidi Steen, chief coordinator at Coop.

Takeaway Demand

A recent survey by the retailer showed that 42% of shoppers buy breakfast on the go at least once a month, while 15% did so once a week.

Meanwhile, over half of respondents (55%) said they buy lunch at least once a month, with 15% doing so once a week.

“Our analyses have shown that Danes’ eating habits are changing rapidly, both in the morning and at lunchtime," said Steen. "With this recent initiative, we will have a larger share of this market by offering quality products at reasonable prices.”

The newly-expanded range comes as a direct result of the retailer buying a stake in Catering Danmark last year, according to Coop Danmark. The company will deliver 15 out of the 23 products in the new range.

This Thursday, the retailer will celebrate the launch of the range by giving out 500 free sandwiches at three of its stores in Århus, Odense and Copenhagen.