Tesco spends millions to relaunch premium range

Supermarket Tesco has spent “tens of millions” revamping its premium finest* range in what it is calling the biggest investment in the line in the last 15 years.
The brand is worth around £1.4 billion in sales each year, with over 12 million of its products being eaten across the UK each week.
As part of the relaunch, over 400 new food items are being introduced, with around 75 per cent of the range either being improved or completely new.
Tesco UK managing director Chris Bush said: “We’re confident finest* offers our customers the very best food in the market, at the accessible prices they expect from Tesco.”
The relaunch will also be promoted through sponsorship of the ITV drama Downton Abbey, alongside an advertising campaign, starting this month.
Tesco’s finest* originally launched in 1998, with the majority of products originally focusing on the ready meal market – but it has since grown to cover a much larger variety of foods.
The supermarket giant says the relaunch represents a commitment to taking the lead in the premium food market with regards to both “quality and taste”.