Tesco farmsSupermarket to launch 76 lines with fictitious farm names that will either match competitors’ prices or beat them

I what is perhaps the most bizarre private brand move of the year UK based retailer Tesco has dramatically shifted its value/budget private brand strategy. The new strategy includes the launch of 7 new brands named after fictional “farms.” The move comes as the retailer reacts to the growth of German discounters Aldi and Lidl.

Tesco Nightingal farmsThe seven labels comprise 76 new lines across fresh produce, meat and poultry that will either match the price of competitors or beat them. Where there is duplication, the products will replace those in its existing Everyday Value “basics” private brand.

The brands include:

  • Woodside: fresh pork
  • Willow: fresh chicken
  • Boswell Farms: fresh beef
  • Redmere Farms: vegetables
  • Suntrail Farms: imported fruit

The new brands steal strategy from the discounter while ignoring the macro trends of transparency and authenticity that are impacting much of the food market. The move comes four years after Tesco Value – the £1bn private brand of cheap/basic products was relaunched as Everyday Value.

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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.