up, in a way that it led the changes before the Second World War. Many leaders within the movement began to appreciate that this 'me too' approach to retailing was not working, for example, expanding into hypermarkets after Tesco and Sainsbury's had already developed a dominant position, but without the resources to compete on price. After the 1997 strategic review the business suggested that it close the majority of its hypermarkets and department stores and instead focus on its core chain of convenience stores. As a further attempt to differentiate itself from its larger competitors The Co-operative Bank had introduced an ethical policy in 1992 and this, along with its technical innovation, was well received with customers. The CWS decided that, though it had always aimed to trade responsibly (for example though the working conditions in its factories and plantations as well as its boycott of South African produce during the years of Apartheid), by cementing its "ethical" credentials in a series of strong and clear policy commitments it could work to convince the public of the "co-operative difference". This move posed a bold step for the CWS leadership as this was a wholly new approach for such a large business. As a part of this, the Co-op worked with The Fairtrade Foundation to help introduce the Fairtrade Mark in the UK. It was an early adopter of the RSPCA's 'Freedom Foods' animal welfare certification. It introduced the first supermarket range of 'environmentally friendly' household products and the first range of toiletries certified by Cruelty Free International as "not tested on animals". This new adoption of an ethical strategy was only part of the CWS' changes. The Co-op had been pioneering on notable changes to its packaging with nutritional labelling on food (1985) and later introduced Braille on its packaging. Many own brand products were also reformulated to reduce the amount of salt, sugar and fat in order to make the product range more healthy. So successful was this initiative that competitors such as Sainsbury's and Marks and Spencer began to follow aggressively on these initiatives. In an attempt to build upon the success which was being felt around the increasing public perception of the co-op as an ethical retailer and to implement what was a core recommendation of the 2001 Co-operatives Commission, The Co-operative Group launched a brand panel which was tasked with developing a single consistent national branding