Tesco Redesigns Premium Tier Tescos’ Finest

new design on the left / old design on the right
new design on the left / old design on the right

The UK’s largest grocer Tesco has quietly begun to roll out a redesign of it premium tier food Private Brand Tesco’s Finest. The British supermarket trade magazine The Grocer reports that a spokeswoman confirmed new packaging on some products, including yogurts, have begun to appear on shelf this week. “People will have seen some new packaging in stores this week and there are some exciting things coming up for Finest.”

Notice ‘Finest’ is now all lowercase and has gained prominence of the Tesco word mark logo. A small sketch just below the handwritten product name has replaced the vibrant product photography of the older design.


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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.