Swedish grocery retailer Coop, in association with food producer Grön Ko, is offering a new round, 300-gram, pack for chilled ready meals.
“The new pack is smaller than the ones already in the range, and therefore costs less to purchase and produce. This means we can offer products of the same high quality, but at a lower retail price for the consumer,” said Jesper Malm, Strategic Buyer Private Label, Coop Sweden.
Coop currently has around a dozen products in Micvac packs in its private label range, and many more for other brands. One of the meals in this new pack is mushroom risotto by Grön Ko, which was launched in mid-April.
“Micvac packs make it possible to sell fresh convenience food that’s as similar to homemade food as possible. Also, thanks to the cooking technique, products in Micvac packs have a long overall shelf life, which helps us to prevent wastage,” added Malm.
Micvac added it is also seeing increased demand for different pack sizes.
“Fresh convenience food is one of the fastest growing categories in Swedish grocery retail. Consumers are looking for a wider range and variety of dishes, as well as different pack sizes. We see this as a natural progression in being able to offer our customers more sizes, so as to meet the increase in demand,” said Malin Brodén, Marketing Director at Micvac.