Co-op Wholesale is increasing its own-brand offer to support independent retailers, including food-to-go and ‘dinner for tonight’.

The wholesaler is rolling out Co-op’s ‘Served’ dine-in range to the wholesale channel, targeting the evening meal occasion, which is now worth more than £18bn and growing at 6% year on year.

Co-op Wholesale has also upgraded its food-to-go range, a category forecast to reach £24bn and currently growing 3.3%.

The expanded offer includes more value-added lines, limited-edition flavours and an increased focus on high-performing formats such as triple sandwiches.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

A refreshed premium tier is designed to help independents meet rising shopper expectations without adding operational complexity.

Alongside the mission-led ranges, the wholesaler has added 100 SKUs to its Co-op own-brand portfolio, spanning bakery, meat, canned goods and everyday essentials. The expansion is designed to improve choice, drive margin and boost basket spend for independent retailers.

“Shoppers want inspiration, speed and quality without compromise, and independents are uniquely placed to deliver that,” said Co-op Wholesale customer director Martin Swadling.

“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.”

Co-op own-brand sales in the convenience market reached £468m, up 1.8% year on year, underlining its continued importance as a trusted growth driver for independents.

Swadling added: “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.”