The CoOP product line has already almost replaced the Rainbow brand, says the S Group
Grocery stores|According to the S Group, almost half of Finns buy coop products weekly. The closure of the Rainbow brand sparked a lot of debate late 2023.
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The S Group announces that the CoOP product line has almost completely replaced the Rainbow brand in stores.
There are over 1,200 Coop products for sale and have become the S Group's most famous brand.
Almost half of Finns buy coop products weekly, says Nina Paavilainen, Director of Own brands.
S Group announced the end of 2023 to give up the Rainbow product line and expands to replace a common Nordic CoOP product line.
Most of the planned coop products have now come on store shelves, says S Group's own leader Nina Paavilainen.
There are currently over 1,200 Coop products for sale, and there are still a few hundred Rainbow products left.
In the past, there were about 1,500 Rainbow products, and the CoOP range is to become similar and wide.
The change will take place in stages during 2024-2025.
According to Paavilainen, the exchange of products has been made « rollingly », that is, new products have come on the shelves as the old ones have run out. In this case, for example, packaging materials are not wasted.
Rainbow brand closure news sparked a recent conversation Among other things, social media.
Many missed brand products, such as lager beer sold in a copper can, or « copper ».
The Rainbow mark was launched in 1967. Rice pies, lager beers and tomato crush have been one of the most popular products in the series.
The S Group has justified the transition to the CoOP product line with the synergies of the common Nordic brand. For example, products are purchased in Nordic cooperation.
Towards the end of 2023, the S Group estimated that the change could calculate the price of some food.
The Paavilainen did not comment on whether Coop products were cheaper than the corresponding Rainbow products.
On the market Own brands have long been about one fifth of the total sales of the S Group's grocery stores.
In addition to Coop, the S Group's own product lines are domestic, Xtra, Delicatessen and Änglamark.
About half of the volume of the Rainbow products sold was made at home and also in the Coop series the domestic level is to be at the same level.
In over a year, Coop has become the S Group's most famous brand. Almost half of Finns buy coop products weekly, says Paavilainen.
