Private Brand Goodness from Tesco

Tesco-owned Fresh & Easy originally launched Tescoʼs new “Goodness” Private Brand of “better for you” foods for kids last year in the US. It is the first new Private Brand introduced to the UK market from Tescoʼs international business. The brand packaging was designed and developed by VCG-Parachute, the creative arm of global marketing services group VCG.

The brand concept behind Goodness was developed by VCG in partnership with the Fresh & Easy team, originating with snack packs and resulting in the creation of a wide range of products across multiple categories. These include refrigerated prepared meals, pasta sauces, healthy snacks, cereals and lunchbox snacks. Over 80 SKUs will ultimately be available in all main Tesco UK stores, with an initial selection from this month. Sarah Bradbury, Tesco Food Marketing Director said: “Fresh & Easy customers really like the Goodness range, so we were keen to share it with our British shoppers.”

The greatest challenge was to communicate to parents that Goodness products all adhere to strict nutritional guidelines, whilst still ensuring strong kid-appeal. To support this proposition, VCG invented a whole new Goodness world, developing custom cartoon characters for each product. These illustrations include fun fruit and animal characters, Wild West cacti, wacky rocket ships and more. They all appear on an earthy, “craft” style background, reinforcing the brandsʼ natural credentials, with a clear “Whatʼs Good” nutrition label for parents.

Following the success with Fresh & Easy, VCG-Parachute continue to work with Tesco to extend and adapt the range for the UK market, developing new characters and design for implementation across a wide variety of packaging formats.



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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, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. 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 latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.