Coop Sweden To Relaunch Its Private-Label Brand, Xtra

Coop Sweden has announced plans to relaunch its low-cost, private-label brand, Xtra.

The brand is a favourite for price-conscious consumers and offers around 250 everyday food and household products.

As part of the relaunch, the retailer will introduce a new packaging design and expand the product assortment.

The new packaging design has been developed by the advertising agency MadBureauet and will be common for Coop in the Nordic countries, the retailer added.

ESM