Tesco is launching a new diet sub-brand this week in the first strike by one of the major supermarkets to win over the new year healthy pound.
The unveiling of the 250-strong Light Choices range comes as Tesco relaunches its Healthy Living range with a total brand overhaul, as first revealed by The Grocer in December.
The once 500-strong Healthy Living range will shrink to 200 products and be positioned as a healthier rather than diet brand to broaden its appeal, with Light Choices becoming the dedicated weight loss offer.
The new diet range, which includes crustless quiches and single-serve soups, will contain less than 3% fat or half the fat of comparable products.
Healthy Living, which was first launched in 1985, will focus on wholesome ingredients, with limits on fat, saturates, sugar and salt. All products will offer at least two nutritional benefits, such as Omega-3, protein or fibre, and will contain no hydrogenated fats, artificial colours or sweeteners. New entrants to the reformulated range include multi-seed topped fruit crumbles, stir fries where water rather than oil is added, and seeded wraps with wholegrain and added fibre. The ranges will be supported through TV and press ads in January.
The overhaul of its healthy offer is part of a wider initiative for 2008 that includes the launch of The Healthy Living Tracker, an online service that gives instant analysis of the amount of nutrients a consumer has had in a day, how that compares to GDAs and the impact of any exercise.
Tesco also introduced a new in-store pharmacy service this week, offering a four-in-one assessment to shoppers, including weight management, blood pressure check, total cholesterol check and diabetes screening. The checks will take place in a private consultation area of its 253 pharmacies, costing £20 with results immediately available.
"Our customers are more concerned about diet and health and want simple solutions and information to enable them to eat a balanced diet," said commercial director Carolyn Bradley.