Tesco
will officially unveil the latest stage of its turnaround plan today with the
relaunch of its ‘Finest’ range. The revamped range of 1,500 products includes
400 new lines, with 200 products removed and the vast majority overhauled.
The makeover of its premium own label range is part of its strategy to boost the profile of the brand and raise perceptions of the quality of its food among consumers. It began rolling out new packaging to a number of Finest products, including yoghurts, last month. The revamp includes refreshed imagery on the packaging and a change to the Finest logo to make all the letters lower case.
Tesco Finest is one of the biggest food brands in the UK, with annual sales of more than £1.4bn that are up 14.5% compared to last year, according to Kantar Worldpanel.
Speaking about the relaunch, Chief Executive Philip Clarke said: “It is the most impressive work I have seen. We think it will change the way people think of own label, it changes the definition of quality. The issue with all these brands, unless you take a cold hard look at them they start to lose their gloss. For example, we had a Tesco Finest sherry trifle that wasn’t the finest on the market.”
Tesco UK Managing Director Chris Bush added: “Finest is Tesco’s flagship food brand and our aim with today’s relaunch is simple – to be the best product on the market. It is already the fastest growing premium brand in the market, and we’ve reviewed every product in the range to be sure it’s fit to carry the finest* brand.
“We’re confident finest offers our customers the very best food in the market, at the accessible prices they expect from Tesco”.
The makeover of its premium own label range is part of its strategy to boost the profile of the brand and raise perceptions of the quality of its food among consumers. It began rolling out new packaging to a number of Finest products, including yoghurts, last month. The revamp includes refreshed imagery on the packaging and a change to the Finest logo to make all the letters lower case.
Tesco Finest is one of the biggest food brands in the UK, with annual sales of more than £1.4bn that are up 14.5% compared to last year, according to Kantar Worldpanel.
Speaking about the relaunch, Chief Executive Philip Clarke said: “It is the most impressive work I have seen. We think it will change the way people think of own label, it changes the definition of quality. The issue with all these brands, unless you take a cold hard look at them they start to lose their gloss. For example, we had a Tesco Finest sherry trifle that wasn’t the finest on the market.”
Tesco UK Managing Director Chris Bush added: “Finest is Tesco’s flagship food brand and our aim with today’s relaunch is simple – to be the best product on the market. It is already the fastest growing premium brand in the market, and we’ve reviewed every product in the range to be sure it’s fit to carry the finest* brand.
“We’re confident finest offers our customers the very best food in the market, at the accessible prices they expect from Tesco”.
NamNews - Monday 7th October 2013
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