The supermarket hopes to “shake up the savoury snack aisle” and target men with a “fun quirky” brand that centres on the personality of its South American llama brand character who is “big on taste, and low on patience”.
The launch will be supported with social media activity and a blog on a dedicated brand site to showcase the llama brand character’s personality and “posturing and bristling passion” for the snacks. Further marketing will roll out over the summer.
Packaging for the three-strong range features a llama from Ashdown Forest Llama Park wearing a Mexican poncho, Wild West neckerchief, and a yellow scarf to depict the sweet chilli, BBQ and cheese flavoured snacks.
It uses the strapline: “One mammal’s mission to rid the world of boring snacks”.
The range of llama shaped baked snacks launched in Tesco stores and online last week.
The Llama brand was developed by branding agency Parker Williams, which also created the feminine care brand Halo Tesco launched earlier this year.
Sidonie Kingsmill, Tesco brand development director, recently told Marketing Week: “What we are trying to do on the venture brands, is look at stuff that we can sell that is exclusive to us, provide a reason for [shoppers] to come to us rather than anywhere else and be very innovative in some of those products. Not just try to do sort of good versions of other types of products that are out there at the moment.”
Tesco has previously launched the Carousel toy brand, Lathams and Nutricat pet food, Parioli Italian food, feminine care brand Halo, cleaning range Naturally Powered and ice cream range Chokablok under its ‘venture brands’ strategy and is likely to extend it to other categories.