Tesco has today relaunched its £1.4bn Finest brand and UK managing director Chris Bush said he expects it to deliver double-digit sales growth.
Tesco Finest, which first launched 15 years ago, has been revamped, with the addition of 400 new products. Three-quarters of the 1,500 products in total are either new or improved. 200 products have been taken out of the range.
Bush said the relaunch is part of the Building a Better Tesco plan and said the grocer is “set out to lead on quality”.
A further 200 products will launch in time for Christmas.
Bush said the grocer has invested “tens of millions” of pounds in the relaunch. He added: “It’s not about taking on Waitrose, it’s about us cementing our journey of improving our food range. It’s part of the Building a Better Tesco plan and it’s critically important for us that starts with food.”
He said the relaunch has been worked on for the last 12 months, and did not have anything to do with the horse meat crisis at the start of the year.
He said each product has been benchmarked against the best in class, such as Green & Black’s for chocolate, and “every Finest product is as good or better than the benchmark”.
The relaunch will be backed by a marketing campaign next week across TV, press, online and social media. Tesco Finest is also sponsoring Downton Abbey.
New products include Traditionally Smoked Haddock - smoked at a 100 year old smokehouse in Lincolnshire - and Pure Sea Salt from Anglesey.
1 Reader's comment