A fresh approach to value

Tesco’s Everyday Value branding and packaging in fresh produce and meat cued cheap and uncared for, leading shoppers to believe the products were of poor quality.

This forced a re-evaluation of Tesco’s entry level range and led to the creation of seven new brands across fresh produce, meat and poultry, which have become known as Farm Brands.

Because Tesco works very closely with a trusted range of farms and suppliers, we wanted to ensure the designs communicated the quality of the individual products as well as the transparency of the journey from field to supermarket. 

‘The seven farm brands, which include meat, poultry and both British and imported fruit and veg, are now appearing in 70% of baskets. They give customers a value and quality they appreciate’ Dave Lewis recently commented.