tesco pound

Tesco has relaunched its Brand Outlet aisles, in a bid to up competition with the discounters and pound stores.

The focus of the new range is on large packs, including products such as 24-packs of toilet rolls and large packs of washing powder.

Tesco operates 270 Brand Outlet aisles, in almost a third of its larger stores, which sell grocery, household and health & beauty products, aimed at the least affluent areas in its store estate.

The new range has come into place in the past few weeks.

The retailer trebled the number of Brand Outlet stores in 2014 as it aimed to take a chunk out of the growing pound store market, bringing in new point of sale material with a ‘big brands at small prices’ strapline.

Prices range from as little as 30p to £2.50, with many items priced at £1.

Some experts have questioned whether Tesco would keep the outlets, considering its moves towards everyday low pricing.

Tesco is also thought to have been considering ways to launch the concept online, with speculation it could use its so-called dark stores near the M25, and large stores used for dotcom picking in other parts of the country, to sell the discounted goods online.

“Brand Outlet offers are one of the many ways in which we offer our customers everyday low prices on the products that matter most,” said a Tesco spokesman.

Meanwhile, Tesco’s turnaround helped it secure two of the most coveted prizes at the Grocer Gold Awards. It was crowned Grocer of the Year as well as being named Britain’s Favourite Supermarket, based on a survey of more than 7,000 shoppers by Nielsen.