Page 5: The strength of the brand
At the start of this case we said that successful marketing involved identifying and anticipating consumer requirements, in order to satisfy these requirements and to make a profit. In each of these areas the Tesco 'Healthy Eating' brand has been a success. This case study has highlighted ways in which Tesco have gone about identifying, anticipating, and satisfying, as well as delighting customers with their product range.
'Healthy Eating' sales turnover in 1995/96 was £300 million on the 235 lines which currently make up the range. Tesco were the first retailer to nutritionally label all their own-label range of foods. They are now giving consumers the Calories and Fat per serving separately, to make it much easier to choose lower fat foods.
Tesco has made sure that there is a wide variety of products available, which, by their very nature, are low in fats or high in fibre. Products such as fruit and vegetables, rice, pasta, fish, pulses and bread. These are now labelled with a small healthy eating logo which highlights one of the reasons they are healthy.
Tesco has led the way in healthy eating through developing healthy versions of other foods - it is these products which have the large healthy eating symbol on their packs. These foods are made to very strict criteria, which limits, in particular, their fat content, but Tesco also control the amount of sugars and sodium the product can contain. 'Healthy Eating' products can be divided into two groups:
- The first group is of foods which provide most of the fat in our diet, such as spreads, cheeses and meat products. The 'Healthy Eating' versions have half the fat and saturates of a similar food, with the sugars and sodium limited.
- The second group includes other foods which, although not so important in providing fat in the diet, can still be made to healthier recipes. These are set out in clear guidelines. If there is a similar product, the 'Healthy Eating' version should have half the fat, otherwise it will have less than 10% fat.