Tesco launches new healthy food brand

Tesco is continuing with the overhaul of its own brand food range, launching a new brand called “Tesco Healthy Living” to appeal to health-conscious customers in the post-Christmas period.

The new brand replaces healthy food ranges “Tesco Light Choices” and “Tesco Eat Live Enjoy” and includes 230 products including bakery, ready meals and yoghurts. The new range will offer two options: “Big on Taste, Lower in Calories”, which offers products with 30 per cent fewer calories than comparable products and is aimed at people trying to lose weight, and “Beautifully Balanced”, aimed at people wanting to make healthier choices.

Tesco says all the products in the new range have “controlled” levels of salt, sugar, fat and saturated fat. They also meet Tesco’s “Responsibility Deal” commitments to the government on salt content.

The supermarket claims that 83 per cent of the products that come under the new healthy living brand are “new or improved” and all have been benchmarked against Tesco’s other own-brand ranges to ensure they match on flavour. Tesco UK marketing director David Wood says the company has drawn on new food trends and the expertise of staff and suppliers to create a range that “tastes better, looks better and is even more healthy”.

“Helping our customers and colleagues to lead healthier lifestyles is very important to us. This range represents a shift in the way we think about healthy foods – we want to give our customers great tasting products that make choosing healthier options easy,” he adds.

Healthy foods is the third Tesco own-label range to get a revamp in the past year, following the relaunch of its premium “Finest” and “Everyday Value” brands.

Tesco reported sales from stores open for a year or more fell by 1.5 per cent in the company’s third quarter. The company will provide a Christmas trading statement next Thursday (9 January).

Own-brand products are becoming increasingly important as competition within the supermarket space continues to grow. All of the big four supermarkets are expected to have lost market share over the Christmas period as customers increasingly head to the discounters such as Aldi and Lidl at the bottom end and Waitrose and Marks and Spencers at the premium end.

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