Metro reveals Irresistible rebranding

Metro Inc. is overhauling the design of its flagship brand, Irresistible. 

The grocer’s private label—spanning 1,335 products—unveiled a fresh new image this week in partnership with Toronto- and Montreal-based agency Pigeon Brands.

“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,” said Annie St-Laurent, senior director of private labels at Metro, in a release.

Metro launches around 100 new Irresistible products each year. Last year, the company reviewed 240 categories resulting in 350 new products.

“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,” St-Laurent added.