Metro unveils new design for its Irresistible line of products
In response to the rise of private labels, Metro Inc. has unveiled the new image of its flagship brand, Irresistible, following a comprehensive overhaul aimed at enhancing its impact and recognition in stores and flyers.
This major transformation aligns with consumer expectations and needs, better reflecting Metro’s approximately 1,335 products while enhancing the shopping experience.
“Although it is already highly successful, the Irresistible brand holds considerable additional growth potential. This repositioning provides us with a unique opportunity to strengthen our position in the market,” says Annie St-Laurent, senior director of private labels at Metro.
Each year, approximately 100 new Irresistible products are launched. Last year, Metro’s private label team reviewed 240 categories, resulting in 350 new products.
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“Consumers typically spend an average of three seconds choosing a product from a grocery shelf. With that in mind, we focused on four key elements in our approach: visibility, attractiveness, desirability, and ease of use. Our goal is to encourage consumers not just to choose our products but also to prefer our brand,” adds Annie St-Laurent.
“Our rebranding of the Irresistible line, the result of 10 years of collaboration, is rooted in a deep understanding of Metro, market realities, cultural trends, and consumer expectations. In-store research and testing also inspired a strong identity focused on the joy of eating and indulgence. This ambitious project, which involved designing hundreds of packages and launching the brand internally at all levels, allows Irresistible to proudly take flight,” says Elyse Boulet, president and CEO of Pigeon Brands.
Amid rising food prices and persistent inflation over the past two years, consumers have increasingly turned to private-label products for their affordability and perceived value. Metro says that its studies reveal that the key factors influencing repeat purchases of these products are quality, taste, and variety.
