Tesco Introduces Specialty Private Brand Cakes

English retailer Tesco has launched a new line Private Brand cakes designed by the international design consultancy P&W.

Inspired by cake shop chalkboards the designs have hand drawn illustrations, make each package unique and give a handmade boutique cake shop feel.

The design emphasizes the use of quality ingredients, hand decoration and personality of the products through ingredients based illustration. The packs speak to the consumer with the friendly approach of “I’ve got my eye on… or I’ll have a slice of”. The line includes 14 productsincluding: Red Velvet Cupcakes, Chocolate Whoopie Pies, Chunky Monkey Loaf Cake and Toffee Popcorn Triple Layer Cakes.

“We are very proud of the new Tesco Standard Plus Cake range. To come up with an engaging and elegant solution that not only stands out at the fixture but also uses the whole of the pack to communicate the quality of ingredients and personality of the product, is testament to the insight and ability of our design team.”



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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.