Tesco Launches Healthy Living

Tesco healthy living front 2British retailer Tesco has introduced a redesigned “better for you” Private Brand “Healthy Living”, the brand consolidates the supermarket’s previous health focused brands Tesco Light Choices and Tesco Eat Live Enjoy. The brand will be composed of more than 230 products Tesco Healthy Living -logoincluding ready meals, yogurts and bakery.

Two new taglines – ‘beautifully balanced’ and ‘big on taste, lower in calories’ have been created – delineating products aimed at healthy lifestyles and weight loss respectively.

The new brand was created by the British firm Rocket Design and includes a new logo which takes the form of a brightly colored, abstract man, with a petal device holding information such as calorie content for weight loss products or benefits such as  ‘reduced sugar’ for lifestyle foods.

David Wood, Tesco’s UK marketing director, said: “The range represents a shift in the way we think about healthy foods – we want to give our customers great-tasting products that make choosing healthier options easy.”

“To do this, we’ve drawn on new food trends and the expertise of our colleagues and suppliers who are passionate about food, to ensure our Healthy Living range provides choices that taste better, look better and are even more healthy.


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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.