Its direct cremation service costs £1,395 (£1,230 in Scotland as doctor’s fees aren’t charged here) and is a basic choice for the deceased. The cremations take place during the day but this is an unattended service, so mourners aren’t allowed to attend.

The Co-op said the new service has been driven by an increase in market demand, with over 80% of funerals being cremations in 2017, and just 19% opting for a burial.

It said it wanted to be transparent about cost, and apart from an additional £95 fee for delivering ashes, Co-op said there are no other charges on top of the £1,395 cost.

The package doesn’t include embalming but a simple coffin is included. As no ceremony is offered, loved ones are free to arrange their own memorial/wake at another time.

The cost needs to be met upfront, ahead of the service and there isn’t an option to pay in instalments.

Caroline Jones, head of propositions for Co-op Funeralcare and Later Life Planning, said: ‘’We’ve seen an increased demand for this simpler service and our priority is always to do right by the families in our care.

“We’re expecting the demand for this offering to continue to rise, by introducing Cremation Without Ceremony we’re ensuring that we’re offering choices to families when the time comes to say goodbye.’’