It is also increasing its digital activity around the relaunch including redesigning its Good with Food website and introducing QR codes in-store and in advertising to offer consumers additional information about the range.
The retailer has improved recipes across the range and introduced higher welfare meat and poultry in line with its ethical commitments.
Fifty new products have been introduced to the 400-strong range, which includes pre-prepared meals and desserts, bread, fresh seasonal produce and snacks.
The launch will be backed by a multi-million pound cross-platform advertising campaign, created by TBWAManchester, which breaks today (25 May).
The initiative is part of The Co-op’s ongoing effort to position the group as an alternative to the ’Big Four’ supermarkets and encourage consumers to change their shopping habits and shop locally.
Sainsbury’s is currently making its largest ever investment in own brand after relaunching its Taste the Difference premium range last year. Morrisons CEO Dalton Philips has pledged to overhaul its own brand ranges while Asda is investing £27m in improving its fresh foods offer following the relaunch of its mid-tier range Chosen by You.
Digital support for Truly Irresistible will also include Twitter and Facebook competitions to win £1000 of The Co-operative Travel vouchers
The Co-op is offering 25% off the entire Truly Irresistible range until 14 June to drive trial and the range will be promoted through The Co-op’s sponsorship of the ITV National Weather programme.
The overhaul includes new look packaging and logo, designed by GJ Creative.