Summer's barely over... but MINCE PIES are already in the shops! Festive treat has started appearing in supermarkets 

  • Supermarket chain Co-op will start selling mince pies from this week
  • Offering two mince pie lines and claims it is just responding to demand
  • Spokesman claimed store expects to sell 1.5million mince pies this month

By SEAN POULTER, CONSUMER AFFAIRS EDITOR

Published: | Updated:

The school year has just started and an Indian summer is on the way – but mince pies are already in the shops.

The Co-op has apparently decided that it is never too early to enjoy a taste of Christmas by putting two own-brand lines on sale this week.

The chain expects to sell 1.5million mince pies this month alone and insists it is simply responding to demand.

The Co-op has apparently decided that it is never too early to enjoy a taste of Christmas by putting two own-brand mince pie lines on sale this week - and it expects to sell 1.5million this month alone

The Co-op has apparently decided that it is never too early to enjoy a taste of Christmas by putting two own-brand mince pie lines on sale this week - and it expects to sell 1.5million this month alone

The Co-op is offering two own-label mince pie lines under the brands ‘Loved by Us’ and ‘Truly Irresistible’. 

Retailers are using every weapon to extend events like Christmas, Easter, Valentine’s Day and Mother’s Day in order to rescue flat-lining sales. 

Paul Dempsey, Co-op product developer, said some customers even want them available all year round but the store is not considering this option. 

The practice has angered many shoppers who complain of festive shopping fatigue, but the store insists it is simple responding to demand.

The Co-op is offering two own-label mince pie lines under the brands ‘Loved by Us’ and ‘Truly Irresistible’

The Co-op is offering two own-label mince pie lines under the brands ‘Loved by Us’ and ‘Truly Irresistible’

Mr Dempsey, said: ‘There’s no taste more nostalgic than that first bite of a mince pie each year, whether you have them hot or cold, in my opinion, the first you taste is always the best. 

'Although as a taste taster I’m expected to eat more than one.

‘It’s becoming increasingly competitive for retailers to provide the best mince pies on the market and work begins in October for us, 14 months in advance of the big day. 

'I taste over 100 mince pie recipes until I’ve chosen our final recipes. Our early sales statistics show that customers are also keen to try them early and we’ll sell well over a million this month alone.

‘There is a real demand from consumers and some even say they’d want to buy them all-year-round, but this isn’t something we are considering.’

 

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