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.