Coop Denmark has found a new source of revenue by selling advertising space on its private-label milk cartons.

This March, one of the four sides of the cartons for both organic Änglamark milk and conventional Coop milk has been sold to the bread producer Kohberg. And more suppliers are expected to follow, says Lars Rasmussen, Category Director for Bread, Dairy, Groceries, and Frozen Foods at Coop, in an interview with Retailnews.

– At Coop, we’re spending quite a bit of time coming up with ways to generate more revenue or work more efficiently. This initiative likely falls into that category as well, he adds.

According to Lars Rasmussen, advertising on milk cartons is a fresh example of a broader trend in both e-commerce and physical retail: retail media. This practice involves retailers selling ad space through their own platforms while leveraging collected data to make the advertising opportunities even more appealing.

The category director does not rule out the possibility of expanding this concept to other Coop private-label products. However, he believes that milk cartons—sold in the millions—are a great place to start.

Read more about Coop Denmark’s new initiative HERE

Photo: Coop Danmark