Tesco has launched a range of own label entry-level brands as it continues contending in the intense grocery war.
However, the supermarket - which remains the UK’s largest retailer - has come under fire for using the names of fictional farms on its new branding.
It is understood that from today, 76 products will be sold under the seven new brand names. Those are:
• Redmere Farms, for vegetables
• Suntrail Farms, for imported Fruit
• Rosedene Farms, for berries, apples and pears
• Nightingale Farms, for salad
• Woodside Farms, for pork
• Willow Farms, for chicken
• Boswell Farms, for beef
Seemingly, Britain's biggest grocer is working with a number of existing suppliers to stock the brands across all stores, including Express and Metro outlets.
“Over the last 18 months we have been simplifying our ranges, launched Brand Guarantee and improved customer service," said a Tesco spokeswoman.
“However, we know customers want the convenience of getting all their shopping in one place.
“These seven new brands, which are exclusive to Tesco, address our customers’ needs for quality fresh food, at very competitive prices in a single shop.
Responding to the decision on Tuesday, the NFU, which professes to be working to connect children and adults with the sources of the food they eat through its Back British Farming campaign, said the new branding makes labelling the real origin of foods is all the more important.
Ruth Mason, NFU chief food chain adviser, commented: “It’s vital that shoppers have accurate, clear labelling on the origin of any British food or drink product in order to make an informed choice about what they are buying.
“The NFU is seeking assurance that Tesco’s new branding on selected food products is accurately and clearly labelled as British.
“We recognise that Tesco has chosen to brand these products with fictional farm names – a marketing technique practiced in Aldi and Lidl on selected product lines.
“There will inevitably be shoppers who are led to believe that the fictional names of the farms are the real source of the product - this makes the need for clear and accurate origin labelling even greater.”
