Tesco takes on Weight Watchers with Private Brand

Tesco My Fit Lifestyle 5

British grocer Tesco is accelerating its healthy living emphasis with a new offering designed to help time-strapped professionals avoid unhealthy foods through better planning, a move that places it in direct competition with weight loss programs like Weight Watchers

Tesco my fit lifestyle 3The “My Fit Lifestyle” sub-brand of Tesco is being tested in London where customers will be able to visit specialized areas in stores and online to purchase meals from the new private brand. Each product is color-coded with one of five different calorie bands to help match diet plans.

Customers can count their calories on Tesco’s “Health and Wellbeing” website and app. Tesco has developed this initiative, claiming the offer builds on a “new and emerging trend” in the US for personalized eating plans.

Tesco My Fit Lifestyle 2Jill Easterbrook, chief customer officer at Tesco, says the launch aims to help customers overcome the pressures of sticking to a healthy eating regime each day. 90% of Brits say they make unhealthy food choices due to a lack of time, according to a study commissioned by Tesco, while more than half eat whilst on the move or at their desk.

Easterbrook adds: “By combining fresh, healthy, delicious meals with a personal eating plan, we can support our customers and help them achieve their health and well-being goals.”

A free “restaurant-on-wheels” service launches today to promote the new range for five days. Consumers can book a ride in a branded taxi to sample meals from the sub-brand while traveling to meetings and work across the capital.

Tesco My Fit Lifestyle 1



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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.