The Co-op has launched a selection of wraps from Urban Rajah after it secured new listings through the convenience retailer’s support scheme for small-scale suppliers.
The wraps – described as the ‘taste of India in a roti style flatbread wrap’ – will initially be available in around 100 stores, after the Berkshire-based food brand worked with Co-op’s accelerator scheme, known as ‘The Apiary’.
The support scheme is designed to accelerate and assist local, smaller-scale businesses by offering dedicated support, mentoring and advice on all aspects of the product’s journey.
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The Apiary programme also provides suppliers with detailed industry and consumer insight, workshops, and access to Co-op’s dedicated buying teams – all of which combines to enable suppliers to accelerate towards a retail listing.
Urban Rajah will introduce products from its new ‘buroti’ range into Co-op stores, with Indian flat bread wraps packed full of “fresh, fragrant and authentically spiced” ingredients.
The Indian food label joins Dapur Mariae, Superfoodio, The Woolf’s Kitchen and,the Wonky Food Co to become among the first to progress through the retailer’s Apiary programme and gain a listing in Co-op stores.
“Being able to bring my food passions to a wide audience through the scale and reach of Co-op after working with its Apiary scheme is very exciting,” creator of Urban Rajah, Ivor Peters said.
He added: “I describe the products as the ‘taste of India in flatbread wrap’, they are inspired by Indian street food, packed with authentic flavours and, really easy to eat on the go – I am delighted that Co-op’s members and customers are now able to see and taste the results for themselves.”
Co-op head of category, community buying and The Apiary, Rebecca Oliver-Mooney commented: “We know from feedback that innovation, provenance, quality and diversity is important to our Members and customers and we have been delighted to partner with the inaugural group of businesses to join our Apiary programme.
“We are committed to building relationships and supporting our suppliers, and we work to both anticipate and, respond to, changing consumer tastes and needs in our communities.
“We look for exciting, innovative and values-led producers, with a real point of difference that offers something unique to interest and excite our customers – I am delighted to see Urban Rajah’s products on Co-op’s shelves.”
The news comes as Central Co-op is set to close three of its distribution centres, which will put almost 400 jobs at risk as a result.
