Tesco Launches This Morning Private Brand Desserts

Following a nationwide competition on the United Kingdom’s ITV’s ‘This Morning’ TV show to discover a homemade dessert for Tesco – international design Consultancy P&W were asked to design the new Private Brand packaging.

The winning dessert by Zoe Williams from Caerphilly, Wales was inspired after looking into Tesco’s top-selling desserts, crumble and cheesecake – and then combining the two!

Whilst travelling Zoe broke her pelvis and back and spent many hours at home, and whilst recuperating she decided to try her hand at baking.

The packaging followed This Morning’s established guidelines but we softened the look and feel by using a subtle background that suited the homemade quality of the product also complimented by the natural shot by specialist food photographer James Murphy.

The dessert will be sold for a limited period at Tesco, with all profits donated to Tesco’s charity of the year, the Alzheimer’s Society and Alzheimer Scotland.




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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.