Coop, with its roughly 800 stores around Sweden, is one of the country’s largest food chains.
Since 2012, around 850,000 Coop members have received the chain’s customer magazine “Mer Smak”, which contains everything from recipes to lifestyle articles, produced by Vi Media. Before that, the newspaper, which was already nationwide in 2003, was called “Mersmak”.
But now there will be no more mailings.
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Photo: Tomas Oneborg/SvD/TT
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The last shipment of Coop’s “Mer Smak” was made before Easter
Already in November last year reported DN that Coop planned to shut down “Mer Smak” and that Vi Media, which produced the newspaper, would therefore have to terminate four editorial positions.
And now the last magazine has been sent out to the members.
– The last issue of the centrally produced newspaper came out just before Easter, states Stina Thorgerzondirector of marketing and communication at Coop, in an interview with News24.
Discontinuing “Mer Smak” has been a joint decision within Coop Sweden.
– In tough economic times, you sometimes have to make decisions that are not so easy to make. “Mer Smak” has been one such. By closing the magazine “Mer Smak”, we save money on printing and distribution, says Thorgerzon.
Stina Thorgerzon. Photo: Press image/Coop
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“Mer Smak” is continued in a local pilot project
But there is still a chance to continue to take part in “Mer Smak” – at least for some. Konsumentföreningen Stockholm will, in a pilot, run the newspaper locally.
– The difference is that the distribution takes place in store and is therefore not sent home, which means that certain costs are reduced. The magazine will be available in Coop stores in Stockholm, Östergötland, Södermanland, Uppsala and also Norrbotten, where you who are members of KFS or Coop Norrbotten are welcome to pick up a copy, says Stina Thorgerzon and continues:
– You who belong to KFS or Coop Norrbotten and shop via Coop Online will receive the newspaper via your food delivery. This autumn, the pilot will be evaluated and then a decision will be made about how we will proceed with the magazine “Mer Smak” in 2025.
Coop: “Did not take this decision lightly”
In social media, some customers have had time to react to the closure of “Mer Smak”. In the comment field to a post published on Coop’s Facebook page are several customers who have their say. This is how some of them write:
“Great pictures that will now not be able to be seen in Tidningen Mer Smak, which is apparently closed without anyone asking the owners. We.”
“Like previous writers, I think it’s really sad that the paper magazine Mer Smak is closing down. Reading online magazines doesn’t seem to be the same. I’ve enjoyed the recipes a lot. Thank you for what has been!”
“I’m disappointed to read that Mer Smak is moving to an online magazine. Very sad! Will definitely read it a lot less. Quarterly would have been a more acceptable option! Not sending out to multiple members of the same household would have saved money! Here wins ICA (as long as they continue to issue the paper version).”
Photo: Screenshot/Facebook/Coop
What do you want to say to customers who feel disappointed that “Mer Smak” is closing down?
– We have not taken this decision lightly, but it helps us to see that more and more people are looking for inspiration in digital channels. It gives us an opportunity to continue promoting food inspiration, food knowledge and knowledge of health and sustainability, but in new forms in social media and on coop.se. At coop.se, we collect our thousands of recipes. Within social media, Facebook, Instagram and Tiktok are the channels for cooking inspiration, Stina Thorgerzon answers.
Stora Coop, City Gross or Ica Maxi – this is where the Swedish people prefer to shop