Spring Brings Supermarket Private Label Revamps

As the rising popularity of private label goods shows no sign of abating, Spring has brought a number of private label revamps by leading UK supermarkets.  Tesco   Tesco has rebranded its blue and red stripped private label Value range as ‘Everyday Value’. The packaging of the new brand will more minimalistic than the previous design and will include more colours.   Along with the visible packaging changes, Tesco has improved the quality of many of its own-label item to make the value range healthier. Tesco was the first supermarket to launch a Value range back in 1993.   Morrisons   Morrisons is revamping a number of its food categories - salads, snacks, dips, and desserts - as part of the launch of its ‘M Kitchen’ brand. Due to go live this month, Morrisons will add 48 new lines to its salads, dips, and antipasti offer as well as upgrade 43 products.   The supermarket will also introduce 38 new chilled dessert lines and revise 43 of its existing recipes. (4 Apr)   © 2012 ESM: European Supermarket Magazine