British 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 including 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.