Tesco launches baby brand

Tesco is relaunching its baby offering under the Tesco Loves Baby brand to grow its share of the baby market as part of its efforts to improve the performance of its non-food business.

Tesco Loves Baby
Tesco relaunches baby ranges under Tesco Loves Baby brand.

The supermarket has improved its own-label baby ranges and added a host of items bringing all ranges under the new Tesco Loves Baby brand.

The brand identity includes a number of animal characters that will feature on packs and on all communications.

Tesco’s Baby and Toddler Club has also been relaunched as the Tesco Loves Baby Club, with a new website containing advice and information for parents and parents to be.

Mums will also be able to join Tesco’s market research panel called Mum’s Choice to test new products and provide Tesco with feedback to drive development of new products.

Tesco Loves Baby is part of the supermarket’s efforts to improve its non-food ranges. Earlier this year Tesco CEO Philip Clarke said that it still has a way to go to improve its non-food ranges, and described its sluggish performance as a “drag on sales”.

Tesco joins rival Morrisons in moving into the baby market, following the latter’s acquisition and expansion of Kiddicare.

Tesco is also partnering with premature baby charity Bliss, which supports families of premature and sick babies in the UK.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here