Tesco announced today (30 November) it will launch seven ethnic ranges in the UK this week.
The UK’s largest retailer plans to add Turkish, Sri Lankan, Latin, Philippino, African and South African ranges to its offer.
Tesco said strong demand for ethnic foods meant the category had become the fastest growing area of the supermarket, with the range doubling in size to 3,000 products in the last year.
Until now, Tesco has sold Asia, Oriental, Afro-Caribbean, Kosher, Polish and Halal foods.
The new products will be trialled in its Wembley Extra and Slough Extra stores before been extended around the UK.
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“Britain has become one of the most ethnically diverse nations on earth and there is a very strong growing demand from people who have settled here to buy food from their homelands,” said Tesco ethnic food buyer Muhammad Rahman.
“We’ve found that there is also a natural curiosity from shoppers to try other cuisines – especially with interesting looking sauces, condiments, vegetables, tinned products, and sweets. For that reason we have put educational material including tips on how to prepare various products on the shelves.”