Tesco relaunches Finest range
Tesco has relaunched its premium Finest food range as part of its biggest investment in the brand since it was first introduced in 1998.
Over 400 new products are being launched in all, with three-quarters of the 1,500 products in the range either new or improved.
The Finest brand is worth £1.4 billion in sales a year and, according to Kantar Worldpanel data, is the fastest growing premium brand in the market with over 12 million Finest products eaten in the UK every week.
Tesco said the relaunch reflects how its customers’ tastes have changed in the past 15 years and the importance they place on provenance, sustainability, ingredients, freshness and seasonality.
The supermarket’s UK managing director Chris Bush explained: “Finest is Tesco’s flagship food brand and our aim with today’s relaunch is simple – to be the best product on the market. It is already the fastest growing premium brand in the market, and we’ve reviewed every product in the range to be sure it’s fit to carry the Finest brand.
“We’re confident Finest offers our customers the very best food in the market, at the accessible prices they expect from Tesco”.
The relaunch is being supported by sponsorship of the current series of ITV drama Downton Abbey and by a multi-media advertising campaign which starts in mid-October.
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