Llamas, Attitudes & Venture Brands – Tesco

English retailer Tesco recently launched a snack food Private Brand called ‘Llama’s’ – the latest example of its ‘venture brand’ strategy to develop Private Brands and products that move beyond the traditional Tesco “private label” strategy and do not carry the Tesco name.

The supermarket hopes to “shake up the savory snack aisle” and target men with a “fun quirky” brand that centers on the personality of its South American llama brand character who is “big on taste, and low on patience”.

The launch was supported with social media activity and a blog on a dedicated brand site to showcase the llama brand character’s personality and “posturing and bristling passion” for the snacks. Further marketing will roll out throughout the summer.

Packaging for the new brand features a llama from Ashdown Forest Llama Park wearing a Mexican poncho, Wild West neckerchief, and a yellow scarf to depict the sweet chili, BBQ and cheese flavored snacks.

It uses the tagline: “One mammal’s mission to rid the world of boring snacks”.

The Llama brand was developed by English branding agency Parker Williams.

Sidonie Kingsmill, Tesco brand development director, told the British trade magazine “Marketing Week”: “What we are trying to do on the venture brands, is look at stuff that we can sell that is exclusive to us, provide a reason for [shoppers] to come to us rather than anywhere else and be very innovative in some of those products. Not just try to do sort of good versions of other types of products that are out there at the moment.”

Tesco has previously launched the Halo feminine hygien brand, Carousel toy brand, Lathams and Nutricat pet food, Parioli Italian food, feminine care brand Halo, cleaning range Naturally Powered and ice cream range Chokablok under its ‘venture brands’ strategy and is likely to create more in the coming year.

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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.