Co-op Wholesale and Roadchef have opened the first of eight new convenience stores, with the inaugural branch launching at Norton Canes on 5 June.

The launch follows the announcement of their strategic partnership in April, and marks the beginning of a nationwide store rollout.

The store also marks the public unveiling of the Norton Canes & Co-op partnership – Co-op’s newest fascia identity – which represents a co-created retail model for select partners. It will sit alongside existing options such as the Nisa fascia, ‘Proud to stock Co-op’, and ‘Co-op’, and is expected to launch more widely in 2025.

The rollout forms part of a phased transformation of former Spar-branded sites into modern convenience destinations. The collaboration brings Co-op’s own-brand products to motorway service areas with a strong emphasis on food-to-go and food-for-later.

The new Norton Canes store features a wide selection of Co-op’s own-brand products, including pizzas and ready meals. A full in-store bakery range will be available from the summer, alongside self-checkouts and other digital innovations.

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Katie Secretan, managing director for Co-op Wholesale, said: “This is more than just a supply agreement – it marks the start of a long-term partnership.

“Through this collaboration, Roadchef can harness the strength of our iconic Co-op brand, to deliver a truly compelling convenience offer to millions of travellers across the UK, allowing them to shoulder with the other big names on the motorway.”

Secretan added that together Roadchef and Co-op would continue to evolve its range and formats to suit each location, drawing on “shared experience”.

“By leveraging insight-led recommendations and our category leadership in ‘food for now’ and ‘food for later’ missions, we’re committed to optimising the performance and relevance of every store,” she said.

Tim Gittins, chief executive of Roadchef, added: “Our customers expect choice, value, and convenience when they stop at our service areas, and our partnership with Co-op Wholesale helps us deliver just that. The & Co-op proposition is a perfect fit for our sites and aligns with our ambition to elevate the retail experience across our estate.”

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