Tesco Revolutionizes Private Brand Fish

English retailer, Tesco is embarking on a complete packaging redesign for its Private Brand pre-packed refrigerated fish in a bid to attract more affluent shoppers into the category.

The project referred to internally by Tesco as ‘Revolutionise Fish’ will see the majority of Tesco’s fish lines repackaged from plastic trays with film on top into black Darfresh packaging, which sits tightly around the fish portions.

The redesign was a sign that Tesco recognized it needed to appeal to fine-food shoppers and to put quality at the forefront of its message, said Simon Smith, sales and marketing director at Seachill, which worked with Tesco on the new packaging. “It looks very foodie, it makes the fish the hero, it really brings out the quality and freshness. You can almost touch the fish without actually touching it.”

Black packaging was chosen after it emerged as consumers’ favorite color during market research. “Fish is either white or yellow or pink and it just looks fantastic with a black background,” said Smith.

The new Darfresh packs are being rolled out nationwide across all 1,800 stores following a trial – which kicked off in April – in Tesco’s Harlow distribution center, which supplies about 150 stores that resulted in a sales uplift of between 5% and 12%.

Tesco Value Private Brand fish will stay in clear packaging to distinguish higher-value tiers, and larger salmon lines will be re-packaged in black trays, as Darfresh packs would not stack well in the chiller cabinets in which they are sold.

Previous articleCareer Monday: Associate Private Brand Manager: Kroger
Next articlePublix Private Brand Tugs at Heartstrings
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.