Nisa Menston boosts sales with Co-op’s Irresistible Pizza range
As consumer demand for high-quality, convenient meal solutions continues to rise, Nisa retailers are experiencing significant growth through Co-op’s Irresistible pizza range. ,
The premium own-brand offering is driving bigger basket sizes, increased spending, and more frequent visits, making it a must-stock category for independent retailers.
According to Lumina CTP data, customers opting for Co-op’s premium pizzas frequently pair them with complementary products such as sides and wine, leading to an average basket value of £10-£12. This presents a substantial opportunity for Nisa partners to enhance their sales and cater to evolving shopper habits.
Neil Patel, owner of Nisa Menston, has successfully leveraged the Co-op pizza range to boost his store’s performance. He has observed a noticeable shift in customer preferences towards premium ready meals and high-quality pizzas.
“We’ve seen a noticeable shift towards our customers opting for premium ready meals and high-quality pizzas as convenient and cost-effective alternatives to restaurant dining,” Neil commented. “The addition of Co-op premium pizzas has positively impacted our overall sales.”
To help retailers capitalise on this trend, Neil recommends optimising merchandising by positioning Co-op’s premium pizzas alongside complementary products such as salads, sides, and wines. This approach encourages customers to make multi-item purchases, thereby increasing basket value.
“Customers who choose premium options often pair them with complementary items like premium sides, salads, beverages, and wine, leading to a higher average basket value,” Neil added. “By prominently displaying the range and strategically pricing key lines, we’ve been able to drive sales and increase average basket values.”
Additionally, running in-store promotions like ‘Two pizzas for £10’ (RRP £6.60 each) can attract price-conscious shoppers while driving volume sales. Neil also advises on strategic pricing, suggesting that maintaining slightly lower margins on key lines can lead to increased overall revenue by encouraging repeat purchases and larger baskets.
Emily Furlong, Wholesale Category Controller at Nisa, also highlights the significance of Co-op’s pizza range in driving sales.
“We are seeing strong demand for premium own-brand pizzas, and Co-op’s Irresistible range is perfectly positioned to meet this need. By offering great quality at an accessible price, it provides a compelling proposition for retailers looking to enhance their chilled category performance.”
Nisa stores have identified several top-performing products in the Co-op pizza range. The Pepperoni & Hot Honey pizza has been a strong performer with a 29% POR, while the Carbonara and Salami Calabrese pizzas boast an impressive 36% POR.
Looking ahead to 2025, Co-op is introducing exciting new flavours expected to further boost category performance, including the Irresistible Mushroom & Truffle and Irresistible Mozzarella & Tomato Vodka Sauce, both offering a 20.5% POR. In addition, the Irresistible Stuffed Crust Cheese Feast is set to deliver a 29% POR, making it another profitable addition to the range.
Neil believes the new flavours will further enhance the category’s appeal.
“I believe the innovative flavours will appeal to our customers. Introducing them can also position our stores as a destination for culinary innovation,” he said. “There's a clear preference among our customers for premium pizza. The demand for high-quality ingredients and artisanal preparation methods has led to increased sales in this category.”
With Co-op’s own-brand pizzas continuing to outperform expectations, Nisa retailers are well-positioned to meet consumer demand for premium yet affordable meal solutions.
“Our customers find that Co-op pizzas offer excellent value for money, providing a premium, restaurant-quality experience without the premium price tag,” Neil concluded.
As the market for premium chilled meal solutions continues to grow, Nisa partners who capitalise on this trend stand to benefit from increased sales, larger basket sizes, and stronger customer loyalty.
Our customers find that Co-op pizzas offer excellent value for money, providing a premium, restaurant-quality experience without the premium price tag.
