Last month, the retail giant revealed that it would be dropping its iconic blue and white value range stripes as part of a £1bn improvement plan to bring back profit growth in its uk stores. The company also said that the packaging design for its new range of 550 skus, which has been executed by rocket design, would be easier to shop for customers thanks to a more colourful look. Researchers close to the packaging industry praised tesco&rsquos move to revamp the range.
Kantar worldpanel communications director edward garner told pn &ldquoi would view this as an evolution. Tesco is upping its game a little bit and increasing the quality and food value of its range. They are trying to change the perception of their range from being perceived as bargain basement.&rdquo he added the change was a &ldquovalid step&rdquo that responded to other supermarkets such as sainsbury&rsquos, morrisons and asda changing their ownlabel ranges. Mintel senior global packaging analyst benjamin punchard said tesco&rsquos new packaging was &ldquoa lot more approachable, colourful and friendly&rdquo. &ldquowith this new packaging there is less of stigma attached.
Tesco has changed itself solely from being about price to quality,&rdquo he added. &lsquoprisonbar feel has gone&rsquo punchard also said that tesco has changed itself solely from being about price to quality. He added &ldquowith this new packaging there is less of stigma attached. The &lsquoprisonbar feel&rsquo has gone. The uniformtype look has gone and you can now see the difference in the range across the shelves.&rdquo &lsquovalue products&rsquo industry expert kevin vyse concurred with punchard. He said &ldquothis is what tesco does best.
Tough times cry out for clearly signalled value products. Having said that the design does lack standout and has not been brave enough about what it is trying to communicate. &ldquothe key question is whether tesco&rsquos finest is being reappraised as a counter to a value positioning. If they don&rsquot have this in hand the overall value perception within the tesco own label offer will fall off a cliff. There is no doubt that tesco are acting their usual fast moving tactical way
