Tesco has begun rolling out products with the new Finest branding this week as part of its plan to overhaul its top-end brand.
New packaging has been rolled out on some Finest products including yoghurts, which marks the start of its re-launch.
Tesco said in April that it is working on the relaunch of Tesco Finest as part of plans to rejuvenate the grocer’s domestic fortunes. It relaunched its Everyday Value brand in April last year, which in April this year was tracking like-for-like sales at over 6%.
Tesco has also signed a deal for its Finest brand to sponsor the upcoming series of ITV’s flagship drama Downton Abbey. The deal will run throughout the fourth series across broadcast, mobile and online platforms.