Tesco is to relaunch its Finest range today in the biggest investment in the brand since the brand was introduced 15 years ago.
Over 400 new products are being launched and in all, three-quarters of the 1,500 products in the range will be either new or improved.
According to the retailer, 'Tesco is committing to lead the premium food market on quality and taste, reflecting how customers’ tastes have changed in the past 15 years and the importance they place on provenance, sustainability, ingredients, freshness and seasonality'.
Tesco UK managing director Chris Bush said: “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.
“We’re confident Finest offers our customers the very best food in the market, at the accessible prices they expect from Tesco”.
In terms of changes to the product range, Tesco has tapped into the consumer move towards high-protein foods, with its Finest pasta now boasting the highest protein content on the market at 14%.
The Finest brand is worth £1.4bn in sales a year and according to Kantar Worldpanel data, is the fastest growing premium brand in the market. Over 12 million Finest products are eaten in the UK every week.
Tesco first launched its Finest range in 1998 in just a few stores, with a focus on ready meals, and has since expanded to cover many categories of food. The relaunch is being supported by sponsorship of the current series of TV drama Downton Abbey and by a multi-media advertising campaign which starts in mid October.
