Tesco Officially Re-launches finest*

Tesco HotdogsUK retailer Tesco officially announced today the relaunch of its premium tier Private Brand Tesco finest*, in the biggest investment in the brand since it began 15 years ago. Over 400 new products are being launched and in all, three-quarters of the 1,500 products in the range will be either new or improved.

The finest* brand is worth £1.4bn in sales a year and according to Kantar Worldpanel data, is the fastest growing premium brand in the market. Over 12 million finest* products are eaten in the UK every week.

TESCO FINEST 4And with today’s relaunch, Tesco is committing to lead the premium food market on quality and taste, reflecting how customers’ tastes have changed in the past 15 years and the importance they place on provenance, sustainability, ingredients, freshness and seasonality.

Tesco UK managing director Chris Bush says: “finest* is Tesco’s flagship food brand and our aim with today’s relaunch is simple – to be the best product on the market. It is already the fastest growing premium brand in the market, and we’ve reviewed every product in the range to be sure it’s fit to carry the finest* brand.

“We’re confident finest* offers our customers the very best food in the market, at the accessible prices they expect from Tesco”.

Tesco buyers scour the UK and the world to source the best products for the finest* range, and as part of the relaunch we have made hundreds of them even better.

So our finest* trifle now has a base of Boudoir fingers instead of plain sponge and uses Amontillado sherry syrup for a more authentic flavor. On our finest* beef steaks and joints we have introduced Aberdeen Angus and Dry Aged products for a richer and more succulent taste. And our finest* pasta now has one of the highest protein contents in the market (14%) for a superior flavor and texture.

Tesco finest* first launched in 1998 in just a few stores, with a focus on ready meals, and has since expanded to cover many categories of food. The relaunch is being supported by sponsorship of the current series of Downton Abbey, the nation’s most popular drama, and by a multi-media advertising campaign, which starts in mid October.

TESCO FINEST FOOD EVENGINGThe retailer is also inviting Tesco ClubCard holders to their local stores to taste some of the new, improved and finest* during an exclusive Food Evening”. Attendees and a guest will receive a finest* bag, exclusive to Food Evening guests.


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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.