Tesco has overhauled its own-label Fred & Flo range for babies and toddlers, adding a fresh look, a wealth of new or improved care products and a selection of food.
The relaunched lineup now covers nappies, nappy pants, wipes, toiletries and feeding accessories, as well all Tesco’s private label babyfood products – which have been brought under the Fred & Flo banner.
Packaging has been redesigned “to be more modern, fun and inclusive”, according to Tesco, while the characters Fred and Flo featuring more prominently.
More than half the non-food lines are either new or improved, including advancements in nappy and nappy pant technology and sizes, enhanced absorbency and a greater number of wipes per pack. More feeding accessories will debut later this year for parents looking to reduce plastic use.
Fred & Flo’s new babyfood offer was “in line with voluntary industry guidelines from the NHS and Office for Health Improvement & Disparities, supporting age-appropriate nutrition and feeding, along with advice from the British Nutrition Foundation”, Tesco said.
The grocery giant had “also improved on-pack information across the range, including guidance on pouches to encourage spoon-feeding and help families make informed choices throughout the weaning journey”, it added.
The food selection includes two new vegetable-led recipes. Fred & Flo Organic Peas Pouch and Fred & Flo Organic Sweet Potato Pouch for six months-plus were “designed to support improved nutrition and help little ones discover new tastes and textures”, Tesco said. Two yoghurt products are planned for launch next month.
To mark the relaunch, Tesco will run a four-for-three promotion across Fred & Flo baby essentials and food until Monday 7 September in large stores and online.
“Relaunching Fred & Flo brings together an even broader range of products for babies, toddlers and young families under one trusted brand,” said Zoe Hussey, Tesco head of brand for baby, personal care, household & pet. “With more than half of the range being either new or improved products, the focus has been on offering great quality, brilliant value and meeting the changing needs of families.”
The revamped own-label brand offered “parents and carers more new choices alongside established family favourites”, she added. “The latest improvements include enhanced absorbency in nappies and our award-winning nappy pants, an expanded size range, and new food recipes designed to help little ones explore new tastes and textures.”
Tesco was the first own-label retailer to introduce larger nappy sizes designed to support larger toddlers and children with additional needs.
Its Fred & Flo Easy Fit Nappy Pants last month bagged the Own-label Range of the Year gong at The Grocer Gold Awards. Judges praised the lineup for supporting changing consumer needs and recognised its role in identifying and addressing a gap in the market by offering greater choice.
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