Danish market leader Coop Danmark is introducing an extended range of organic products, while Dansk Supermarked has launched a new initiative to support families. The name of the new range is 365, ‘chosen because it should be easy to live ecologically every day’.

The decisions represent an effort to cater for the growing demand for organic produce in Denmark. The move is another step towards the retailer's long term ambition of growing organic sales from 7% to 15% of overall sales. Of the 150 items of the 365 line, 34 are already available in its stores. As a result, the organic range in Coop Danmark’s Fakta discount banner will double with the retailer hoping to increase the format's annual sales by around DKK 100m (€13.4m). With this move, the retailer's organic range under its Fakta discount banner will double in size.

Also in Denmark, discounter Lidl offers expectant and new parents a starter pack for children up to six months. The pack includes a free reusable bag made of 100% organic cotton, sensitive wipes, private label nappies and organic baby clothes.  Parents can register online to collect the pack in-store.