Co-op rebrands to offer more

THE Midcounties Co-operative is to rebrand its childcare vouchers operation and widen the scope of its scheme to offer more to businesses.

It will change from Imagine Co-operative Childcare to Co-operative Employee Benefits from September 28 with an official launch at the Employee Benefits Live event in London.

The new name reflects its focus as a provider not only of childcare vouchers but as a provider of a range of employee benefits including ‘Cycle to Work’, payroll giving and carbon off-setting.

The first new service available to clients will help employees to buy bikes for work in a partnership deal with Halfords.

Under the scheme employees will be able to purchase a bicycle through a salary sacrifice loan agreement which saves on tax and national insurance contributions.

A new website explaining the benefits has also ben created as part of the rebrand.

Tracy Wilson, Operations Manager, said: “The rebrand is an exciting time and we are proud of the range of schemes that are now on offer. As a member-owned business committed to providing a trusted and socially responsible service we have been careful to select a range of benefits that reflect these standards and meet the needs and wants of our clients.

“Nowadays employers are looking for more options when it comes to employee benefits.

“As a result we are offering more schemes such as Cycle to Work, as well as several others including retail discounts and a care advice service, both of which are due to launch next year.”

Midcounties also runs six childcare nurseries which used to come under the Imagine Co-operative Childcare banner. At the end of 2009 they were rebranded as The Co-operative Childcare to align them with the movement’s national branding.