Canadian Retailer Save-On-Foods Adds Tesco Private Brands

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.



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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.