The 15-product range, developed in conjunction with the Fairtrade Foundation, will include orange juice, cookies, coffee, tea, chocolate and South African wine.
There will also be Fairtrade fresh produce including mangos, bananas, plums, grapes, apples, oranges and lemons.
For the first time in the UK, Fairtrade flowers will also go on
sale as Tesco’s own label will include mixed and luxury roses from Kenya.
Tesco said it expected to sell more than 12 million stems in the first year.
“We are confident our new own label range will be very popular with our customers,” said Tesco corporate affairs director Lucy Neville-Rolfe.
“The success of products such as our Fairtrade bananas and oranges tell us that our customers are hungry for more and our new range means more choice than ever.”
The new own label range will take the total number of Fairtrade products available in Tesco to 60 as the supermarket will continue to stock other Fairtrade brands such as Cafédirect, Clipper and Divine.
Fairtrade Foundation deputy director Ian Bretman welcomed the launch. “This illustrates that Fairtrade is firmly in the mainstream. Tesco is doing this because there is clear growing customer demand for Fairtrade products. We welcome their recognition of this trend, and the efforts they have made to develop an exciting Fairtrade product range.”
Stuart Palmer, marketing director of the fair trade organisation Traidcraft, said he was pleased with Tesco’s approach. “I’m excited that Tesco has decided to muscle in on the own label side of Fairtrade because it is an indication that it has come of age as a category. It will put Fairtrade on the map.”
Tesco’s launch coincides with the 10th anniversary of the Fairtrade Mark which will be celebrated during Fairtrade Fortnight from March 1-14.
Tesco will support Fairtrade Fortnight by promoting the new range with instore tastings, promotional offers and information on Fairtrade.
“We know from experience that this will encourage more customers to try these great products,” added Neville-Rolfe.
Asda and Sainsbury will also be organising tastings and awareness campaigns.
Meanwhile, the Co-operative Group will continue its 20% price promotion on all Fairtrade products, as announced in The Grocer last week, and will be unveiling new fair trade products to add to its 40-strong portfolio next week.