Tesco is launching a health and wellness brand, Tesco Healthy Living, which offers a range of products with controlled levels of salt, sugar and fat.
The 230-strong own-label brand will replace Tesco’s Light Choices and Eat Live Enjoy ranges. The company said 85% of the products included in the line are “new or improved”.
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The new offering will be divided into two sub-brands. Healthy Living – Big on Taste, Lower in Calories targets the weight-loss sector while Healthy Living – Beautifully Balanced aims to appeal to mainstream consumers who “want to make healthier choices”.
“This range represents a shift in the way we think about healthy foods – we want to give our customers great tasting products that make choosing healthier options easy,” David Wood, MD of Tesco’s UK operations, said.
The move comes amid Tesco’s efforts to revamp its own-label offering. This is a central plank of the group’s attempt to turn around its UK business, which has faced sales pressure and increasing competition from rivals such as Sainsbury’s and the discounters Aldi and Lidl.
Items in the Tesco Healthy Living range will go on sale today (6 January).
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By GlobalData
