Tesco has re-launched its own brand Finest range in a move that will include the launch of over 400 new products.

The Finest brand currently generates GBP1.4bn (US$2.24bn) in annual sales according to Kantar Worldpanel. Tesco said that the relaunch reflected changing taste preferences and the increased importance of issues including provenance, sustainability, freshness and seasonality.

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“Finest is Tesco’s flagship food brand and our aim with today’s relaunch is simple – to be the best product on the market. It is already the fastest growing premium brand in the market, and we’ve reviewed every product in the range to be sure it’s fit to carry the Finest brand,” Tesco UK managing director Chris Bush commented.

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