Tesco Launches Newest Venture Brand – Yum

UK retail giant Tesco has launched its latest “venture brand” under the name Yum. Produced exclusively for Tesco by dairy giant Arla Foods, the brand, which launches this week, comprises Yum Spreadable and Yum Buttery Spread.

Tesco said it has given the brand a modern, contemporary feel with “eye-catching” black packaging.

The launch is latest in the UK retailer’s “venture brands”. Tesco announced plans in May last year to launch a raft of global venture brands. Products on sales so far include Chokablok ice cream and Italian food brand Parioli.

The Tesco release reads:

It’s true that the simplest message is often the most effective, which is why Tesco have created a new Private Brand of butters and spreads, named simply, YUM.

It’s not just in a name however, YUM is made with best quality ingredients and sets itself apart from other brands with its eye catching, black packaging that you’ll spot as soon as it hits the shelves. YUM’s fresh-faced, contemporary feel is perfect to liven up your shopping basket, your fridge and your table.

YUM butter is a kitchen stalwart. This creamy, flavorsome butter is perfect, melted onto hot, fluffy jacket potatoes or spread onto thickly sliced bread or hot-from-the oven scones. Or, use it for baking to make perfect pastry, brilliant biscuits and showstopper cakes.

For those looking for the flavor of butter but with a smooth, spreadable texture, the answer lies in YUM Spreadable. A blend of butter and vegetable oil that not only allows you to spread on toast and crumpets more easily but also contains less fat. Creamy, spreadable and versatile enough to use for spreading, cooking and baking, YUM Spreadable is the go-to solution when you’re not sure which to choose.

Olive oil has long been recognized for its health giving properties. For a flavor of the Mediterranean, try YUM Olive Spread, incorporating the rich, nutty flavor of olive oil into a delicious spread.

And for a simple, one size fits all option; try YUM Buttery Spread that’s made from real buttermilk for a truly authentic buttery flavor. Great for last minute packed lunches – just spread and go!

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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.