After Yoo yoghurts and Mu Cheddar, Tesco is launching Yum - a new, exclusive-to-Tesco butters and spreads brand, produced by Arla.

The Yum range comprises block butter, an olive oil spread, a buttery spread made with buttermilk and a reduced-fat dairy spread made with butter and vegetable oil. All products - including the block butter - come in 500g packs, with the reduced-fat dairy spread also in a 1kg pack.

Yum rolls out to Tesco’s entire main estate on Monday (16 July), at an introductory offer of £1 for the olive oil and buttery spreads (rsp: £1.80), £2 for block butter and reduced-fat spread (rsp: £2.60) and £4 for the 1kg pack (rsp: £4.90).

The Yum brand was fresh and contemporary, and the first BSM brand to span all major sub-categories within butters and spreads, said Sam Wright, Tesco BSM buying manager. “Our customer research identified a gap in the market for something new and different, and we believe Yum delivers on this,” he added.

Yum will be supported in Tesco with in-store PoS, featured space and a consumer media plan. It will also be backed by a dedicated website, www.thatssoyum.co.uk.

Arla, which owns the Yum brand but will be selling it exclusively in Tesco, said Yum would not cannibalise sales of its other butter and spreads brand - Lurpak and Anchor - because it was aimed at a different market. “Yum’s branding and packaging, combined with great tasting products, will appeal to our target audience and have a positive impact on the category,” said Michael Farrant, Arla’s Tesco business manager.

Yum is the latest in a new breed of products introduced into Tesco on an exclusive basis. Other brands include Chokablok ice cream, Yoo yoghurt, Mu Cheddar, The Saucy fish Co and Fresh & Naked unwashed salad.

Source

Richard Ford

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