Tesco Relaunches Finest Range
UK retailer Tesco is relaunching its finest* premium food brand, entailing the biggest investment in the brand since it began 15 years ago. Over 400 new products are being launched and in all, three-quarters of the 1,500 products in the range will be either new or improved.
The finest* brand is worth £1.4 billion in sales a year and, according to Kantar Worldpanel data, is the fastest growing premium brand in the market. Over 12 million finest products are eaten in the UK every week.
Tesco UK managing director Chris Bush says: “Finest* is Tesco’s flagship food brand and our aim with the relaunch is simple – to be the best product on the market. It is already the fastest growing premium brand in the market, and we’ve reviewed every product in the range to be sure it’s fit to carry the finest* brand. We’re confident finest* offers our customers the very best food in the market, at the accessible prices they expect from Tesco”.
Tesco finest* first launched in 1998 in just a few stores, with a focus on ready meals, and has since expanded to cover many categories of food. The relaunch is being supported by sponsorship of the current TV series of Downton Abbey, the nation’s most popular drama, and by a multi-media advertising campaign which starts in mid October.
