Co-op’s the value-tier own-label brand includes products from across categories, ranging from fresh produce and ready meals to soft drinks and household goods.
Honest Value initially launched last year, when it was made available to Nisa partners stocking a set number of Co-op own brand products across the core and ‘Irresistible’ own-brand ranges.
Co-op said it opted to expand the availability of Honest Value in response to growing demand from shoppers for everyday products at “increasingly competitive prices.”
Ayaz Alam, trading director at Nisa, said: “We have seen great success for the o-op own brand from Nisa partners with more than 90% now participating in the range across all tiers.
“The need for value is more important than ever before and we want to make sure Nisa partners are well placed to offer their shoppers a choice across all price points, but particularly so for the value-conscious shopper.”