Co‑op Wholesale is expanding its wholesale own‑brand offer for independent partners across key growth and mission‑led categories.
The move brings the Served dine‑in range into wholesale to help stores win the “dinner for tonight” mission, which is up 6% year-on-year and worth over £18bn.
Co‑op has also upgraded its food‑to‑go lineup to compete in a category currently up 3.3%. The enhanced range introduces value‑added SKUs, limited‑edition flavours and the top‑performing triple sandwich format, while a refreshed Premium tier brings market‑led flavours that meet rising customer expectations without complicating operations in small stores.
The wholesaler has extended its Co‑op own‑brand range by 100 SKUs across bakery favourites, a wider meats selection, core canned goods and other everyday essentials.
Own‑brand sales in the convenience market reached £468m in 2025, up 1.8% year-on-year.
“Shoppers want inspiration, speed and quality without compromise, and independents are uniquely placed to deliver that. The opportunity is to think beyond single products and build shopper loyalty by solving the daily dinner dilemma and food on the go, with ease and excitement,” said Martin Swadling, Customer Director at Co-op Wholesale.
“Independent retailers deserve access to the quality and innovative products that drive growth and with the trusted quality and responsible sourcing credentials of Co-op own-brand behind us, by partnering with Co-op Wholesale, independents have a real opportunity to win in these missions by making everyday decisions easier for their shoppers.”
