Tesco re-launch of Finest range

Tesco has begun the revamp of its top-tier Finest own label range, as part of its strategy to boost the profile of the brand and raise perceptions of the quality of its food among consumers. . Whilst still at the early stages, new packaging has been rolled out to a number of Finest products, including yoghurts. The revamp includes refreshed imagery on the packaging and a change to the Finest logo to make all the letters lower case. To support the revamp, Tesco last month signed a deal for the brand to sponsor the upcoming series of ITV’s hit drama Downton Abbey. The deal will run throughout the fourth series across broadcast, mobile and online platforms. A Tesco spokesperson said: “Customers have noticed new packaging in store. Along with the Downton Abbey opportunity, this is part of exciting things to come [for Finest].” Tesco’s own label offer is important part of its ongoing recovery strategy. The group has already revamped its basic range from ‘Tesco Value’ to ‘Everyday Value’ NamNews - Thursday 5th September 2013