 The successor to Co-op Welcome and a range of regional formats, the latest version of the brand was introduced in 2016 with a significant advertising campaign.Customers of many of the larger UK co-operative societies can earn an annual share of the profits at any "Co-operative" branded shop in proportion to purchases through The Co-operative Membership scheme.In 2016, The Co-operative Food accounted for approximately 6.6% of the UK groceries market and was the winner of "convenience retailer of the year" at the 2016 Retail Industry Awards.