Overwaitea Food Group’s Save-On-Foods banner is now carrying private brands from the U.K. grocer Tesco. Tesco’s private brand products are sold in nearly 30 markets globally including North America, South America, and Asia.
The products are being advertised as “Affordable British Favorites.” The assortment includes nearly 100 products – which include chips, cookies, candy, jams, and condiments. The assortment is primarily composed of Tesco’s traditional NBE products, with a small collection of its premium brand, Tesco Finest. The retailer is promoting the new line with a variety of in-store marketing including exterior banners, floor stickers, and flyers.