New Private Brand Ice Cream Tastes Great for Tesco.

tesco icecream2

Tesco the English retailer who less than two years ago entered the US with stores in the West operating under the name ‘Fresh and Easy’ last week introduced redesigned premium Private Brand ice cream packaging.

The new designs are targeted at customers who would otherwise purchase national brand premium and super premium ice creams such as Ben & Jerry’s and Häagen-Dazs. The London design firm R Design created the new design. According to Designer Gareth Roberts the one-liter plastic tubs will feature “quirky and playful” designs including original illustrations and typography.

Credits: The DieLine & Packaging News UK



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.