Tesco has kicked off a revamp of its top-tier own-label Finest range, The Grocer can exclusively reveal.
A spokeswoman today confirmed new packaging on some products, including yoghurts, had started rolling into stores this week. “People will have seen some new packaging in stores this week and there are some exciting things coming up for Finest.”
Packaging for Tesco Finest lemon curd yoghurt, above, shows the ‘Finest’ logo has been given a lower case F but the word still bears the trademark asterisk at the end.
An image of the lemons has been replaced by a more artisanal-looking illustration. The ingredients list remains the same.
The spokeswoman would not give details of any further changes that are planned for Finest.
The revamp comes as Tesco seeks to boost the profile of Finest.
Last month, it announced sponsorship of ITV drama Downton Abbey, which returns to TV screens this month.
Tesco Finest was launched in 1998 as a ready-meals range but now includes more than 1,400 lines.
Earlier this year Tesco said it planned to relaunch Finest following on from the rebrand of its Tesco value range last year, to Everyday Value.
As test runs go, it doesn’t get much higher-profile than Tesco’s unveiling of its new Tesco Extra format in Watford