Tesco took the decision to refresh its packaging after consumer research revealed shoppers wanted more detailed information as to what 'organic' actually meant. "Feedback from our customers shows they want to know more about the natural qualities and benefits of buying organic something we too feel is important to convey in our packaging," said a spokeswoman.
The new packaging describes organic farming as "working with nature", creating havens for wildlife and developing fertile soils.
The packaging was rolled out to fresh produce and meat products this month and will gradually be extended to all of Tesco's organic ranges. It will be promoted in stores during 'organic month' in September.