One Stop has revamped the packaging across its chilled range by stamping ‘Selected by Tesco’ on approximately 160 own-brand lines.
The business told The Grocer it was aiming to make the link between One Stop and its owner clearer to shoppers, while highlighting “the great quality of the Tesco products”.
The packaging has also gained “fresher food photography, muted and premium colour branding, and a revised product description on front of pack”, according to One Stop.
The overhaul is set to launch this summer across all company-owned stores and franchises. It will span various areas of chilled products, including produce, meat, fish, poultry, dairy, ready meals and desserts.
“It’s been a few years since we’ve looked at our own-label packaging and felt the time was right,” said a spokeswoman. “We want to continue to remind our customers that you can pick up tonight’s dinner and fantastic Tesco quality products at a great price from One Stop.
“It’s all on their doorstep and this redesign programme will only enhance perception and support this.”
The rebranding will be supported with an in-store marketing campaign including posters, shelf stripping, barkers and bunting, as well as digital activation. The business said the campaign would highlight the fact “our fresh products are the same as Tesco’s”.
It said the move followed customer research that found the rebranding prompted a positive response from One Stop shoppers and had the potential to enhance quality and value perception.
One Stop MD Jonny McQuarrie said: “Our previous own-label packaging has been really successful and we’re excited to move onto the second stage of our fresh food journey by incorporating the ‘Selected by Tesco’ stamp on the front of our packaging along with a great new design.
“We really want to highlight to our existing and new customers that our own-label products are the same quality as Tesco own label.”
One Stop will be exhibiting a preview of the ‘Selected by Tesco’ range at the National Convenience Show this month.
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