Coop currently has around a dozen products in Micvac packs in its private label range, and many more for other brands. One of the meals in this new pack is mushroom risotto by Grön Ko, and was launched in mid-April. Coop has chosen to invest in a new pack to create more differentiation in its convenience food department, as a good range of sizes, shapes and dishes makes for an interesting, attractive display.

“Micvac packs make it possible to sell fresh convenience food that’s as similar to homemade food as possible. Also, thanks to the cooking technique, products in Micvac packs have a long overall shelf life, which helps us to prevent wastage,” says Malm.

Micvac is also seeing increasing demand for different sizes of pack.

“Fresh convenience food is one of the fastest growing categories in Swedish grocery retail. Consumers are looking for a wider range and variety of dishes, as well as different pack sizes. We see this as a natural progression in being able to offer our customers more sizes, so as to meet the increase in demand,” says Malin Brodén, Marketing Director at Micvac.

For more information please go to www.micvac.com