Tesco has created seven new private-label brands based on fictional farm names, which will replace its Everyday Value brand where there is overlap in the product range.
The products come under the categories of fresh produce, meat and poultry. Their packaging features colour codes and farm names such as Willow, Boswell Farms and Woodside, which have been created for the purpose of the new lines.
The UK’s National Farmers’ Union, however, is displeased by Tesco’s decision to use made-up names. Tesco has argued that many of them, such as Nightingale and Rosedene, were, in the past, operating farms, and noted that "every product has been reared or grown to specific standards from known and audited farms and growers", according to The Guardian.
"Over the last 18 months, we have been simplifying our ranges, launched Brand Guarantee, and improved customer service," said a Tesco spokesperson.
"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."
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here
