All Tesco Value products sold in Slovakia are undergoing modernisation of their packaging to make them more attractive to customers, according to Tesco Stores SR.
Last year, 104 million Tesco Value products were sold in the Slovak Republic. The retailer is looking at building on this success and innovating the packaging of the private-label range. Based on customer tests, some recipes will also change, said Miroslav Kepák, commercial director of Tesco Stores SR. Apart from more appealing packaging, the Value range will also come with a full money-back guarantee.
"Tesco Value is among the first of our private labels launched in Central Europe. Since its introduction, it's been almost 20 years. It is time for complete innovation," Kepák said.
In Slovakia, Tesco Value covers the most popular food products, such as eggs, milk, yogurt, pasta, fruit and flour. Non-food products, e.g. cleaners or pet products, are also sold under this private label. “For us, private labels, in general, represent a unique opportunity that enables Tesco to distinguish itself from other retailers, as we offer our customers exceptional added value,” a spokesman for Tesco Stores SR told ESM.
In Slovakia, Tesco runs three of its private labels: Tesco Value, Tesco and Tesco Finest. There are also some special private labels, such as Pravá chu? ('True Taste') and VitaKids. While VitaKids covers products designed specifically for children, Tesco Pravá chu? features traditional Slovak products made exclusively by Slovak producers.
Overall, 42 Slovak suppliers are involved in the production of Tesco's private brands. Local dairy suppliers have the strongest representation, such as Tatranská and Humenská dairies. Agro Tami produces the Slovak Tesco Value creamy yogurt. As for fresh produce, the Boni Fructi producer supplies Slovak customers with Tesco Value green apples. "Private labels represent a unique opportunity for Slovak suppliers to expand with Tesco abroad," Kepák added.
© 2014 European Supermarket Magazine – Europe’s grocery retail magazine, for all your breaking supermarket, convenience-store and FMCG news. Article written by László Juhász.
