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Tesco's move: launching discount own-label ranges


Tesco has launched a range of own label entry-level brands as it continues contending in the intense grocery war.

According to Retail Week, Tesco's seven distinct ‘Farms’ brands will form a new value proposition across its fresh, meat and poultry categories, offered below the existing ‘Everyday Value’ range in terms of price.

Each of the new labels, which have been in the pipeline for “several months”, carry their own individual name and look and will be “incredibly competitively priced,” sources told the trade publication.

It is understood that from today, 76 products will be sold under the seven new brand names. Those are:

  • Redmere Farms, for vegetables
  • Suntrail Farms, for imported Fruit
  • Rosedene Farms, for berries, apples and pears
  • Nightingale Farms, for salad
  • Woodside Farms, for pork
  • Willow Farms, for chicken
  • Boswell Farms, for beef

Seemingly, Britain's biggest grocer is working with a number of existing suppliers to stock the brands across all stores, including Express and Metro outlets.

The prices of all products will remain consistent in supermarkets and smaller c-stores, where shoppers are usually charged a premium for convenience, said Retail Week, although c-stores won't stock the full range of 76 ‘Farms’ products.

“Over the last 18 months we have been simplifying our ranges, launched Brand Guarantee and improved customer service," said a Tesco spokeswoman. "However, we know customers want the convenience of getting all their shopping in one place. These seven new brands, which are exclusive to Tesco, address our customers’ needs for quality fresh food, at very competitive prices in a single shop.

Published on Monday 21 March by Veebs Sabharwal

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