‘Genuine innovation’ fromTesco’s Fred & Flo wins Grocer Gold

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Tesco Fred & Flo

Winner: Tesco Fred & Flo – Easy Fit Nappy Pants

Praised for its “direct response to changing consumer needs”, Tesco’s Fred & Flo Easy Fit Pants have been credited with transforming the supermarket nappy category by identifying and addressing a gap that much of the market had overlooked. After introducing a combination of larger sizes, enhanced absorbency and value-led formats, the range has delivered five consecutive years of growth, and 2025 sales are up 20% year on year.

The biggest success story was the expansion into larger sizes, with Fred & Flo the first own-label brand to launch Size 7, Size 8 and, most recently, Size 9 nappies. The move was designed to support bigger toddlers and delayed potty training, as well as older children with additional needs, while also offering parents a more affordable alternative to premium brands.

Today, those larger sizes account for 60% of total Easy Fit sales, with more than 112,000 packs sold every week. The newly launched Size 9 already represents 10% of total sales, while products launched in 2025 make up 18% of the range’s overall revenue. Just a few years ago, these sizes did not exist.

The retailer’s success also translated into wider category gains, with Fred & Flo’s market share spend up by 25% year on year - the strongest growth in the total nappy pants sector - and the money-saving jumbo packs now accounting for 23% of total sales. The Size 9 achieved an average customer rating of 4.9 stars, while an overall NPS score of 42% is approaching branded benchmarks.

Judges said the range stood out for “bringing genuine innovation to the category” and “delivering solutions” where parents had previously faced limited choice. The win recognises a combination of innovation, relevance and customer insight, keeping one of Tesco’s longest-standing own-label ranges firmly in touch with modern family needs.