Tesco private label brands

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Category: Grocery Brands
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Tesco branded items fall under 1 of 5 broad range categories:  Tesco Everyday Value, Tesco Discount, Tesco Standard, Tesco Heathy Living, Tesco Finest.  Tesco also offers banking and insurance services through subsidiary Tesco Bank.  Note:  Tesco sells more than 4000 locally grown products.

2011 marked the launch of Tesco Premium - Tesco Premium consists of non-Tesco brands (Chokablok chocolates/ice cream, Naturally Powered cleaning products, Lathams + Nutricat pet food, Parioli pasta, Halo feminine hygiene, llams snacks).

Tesco Everyday Value (known as Value up til April 2012)  - Tesco Value launched in 1993.  The Value brand consists of ~550 products mostly canned goods.  This is probably Tesco's most important label brand considering the own-label discount market in the UK is growing at +9% a year.

Mainline (1995):  Kirkland Signature  Co-Branding (2007):  Disney (food),  Newman's (juice),  Borghese (cosmetics)

Costco's definition of co-branding:  Co-branded items are "different either in forumula, ingredients, size or something that improves the quality and value".  Costco Wholesale's co-branding efforts earned it the 2008 Store brand Leadership Award.

notes

  • Costco carries ~4,000 different items compared to 40,000 at a typical supermarket and 150,000 at a Wal-Mart Supercenter
  • Kirkland Signature branded items make up 15% of all items sold at Costco but contribute 20% of total revenues

Mainline:  Compliments, Signal [bread, potato chips, canned goods, jams, maple syrup]  Organic:  Balance, Organic, Sensations, Greencare   Soda:  Big 8   

Signal was launched in 2010

Empire Company includes Sobeys, IGA, Foodland, Tradition, Benichoix, Freshco, Thrifty Foods, Price Chopper, Needs,

Simple Truth™ - organic food items, beverages, perishables       click brand name for more info

Private Selections® - frozen food (pizza/hamburgers/breads/other/desserts), premium kroger brand     Mirra Daily® - beauty products, shampoo   Comforts For Baby® - baby formula, diapers, wipes     Pet Pride® - dog and cat food, litter, training pads, treats    Big K® - soda pop      Value - processed food, condiments, frozen food, sliced bread, juice, coffee

Kroger - packaged snacks, coffee, bottled juice, bottled water, milk, cheeze, yogurt, frozen food (french fries, ice cream, etc), waffles, batteries, charcoal, wood, condiments, canned food, cereal, pasta sauce, hand soap, over-the-counter medication, vitamins, bagged meat, bagged seafood, lunch tubs, prepared low fat meals, low fat snacks

Kroger Home Sense - beauty products, cleaning solutions, toilet paper

Kroger Fresh Selections - bagged salads, bagged vegetables

Kroger Truly Awesome - cookies, yogurt, make-yourself meal packages (cheese dinners, etc)

Kroger Wholesome@Home - ready-to-eat chicken, pasta, deli, pizza, soups (hot and cold)

Loblaw Companies (TSX:L) oversees more than 1000 supermarkets across Canada (Dec 2012: 1053 (600+ corporate/500+ franchised)  There are under 20 different grocery chains directly associated with Loblaws, many are regionally focused (Atlantic Superstore in the Maritimes / Maxi in Quebec / Zehrs in Ontario) while others cater to a specific type of shopper (T&T Supermarkets serve the ethnic market - Canada's fastest growing demographic).  In addition to food Loblaws sells its own line of clothing - more recently launched Joe Fresh Style is a top three apparel brand in Canada.  1999 was the year Loblaw Companies gained significant market share in Quebec: 1.8% to 27.8% (acquired Canada's #3 grocery chain Provigo and its Maxi & Cie supermarkets).  Sales reached $30 billion in 2008, $20 billion in 2000. 

No Name - Generic brand introduced by Loblaws in 1978.  In the first year the number of products sold under the No Name label increased from 16 to over 100 (1979: 5% of sales).  Within months of being introduced, the company launched No Frills - only after 2007 did No Frills expand beyond Ontario - Between 1998 and 2012 No Frills added 96 locations (79 to 175).

Presidents Choice - Introduced during the mid 1980's as a premium label.  It has since become the company's second most used brand label.  Today, the standalone PC line is considered more of a mainline label than a premium one (Loblaws has since introduced a number of new labels, many of them marketed as being more organic and natural).  Covers everything from soft drinks to cereals to ice cream.

  • PC Blue Menu - Healthier food choices (Deli meats, frozen seafood, dinners, etc).  Marketed as being low in fat/sodium, high in fibre and
  • omega-3. Spin-off of President's Choice.  400 products to choose from.
  • PC Green - Cleansing products such as diapers, cloths, liquid sprays, dishwasher detergent.  There's also a lawn and garden product line.
  • PC Organics - PC products that qualify as organic.  Products include baby food, yogurt, frozen pizza, perishables, snacks, bottled goods.

PC Financial - Financial products and services.  Time and savings accounts, credit card offerings.  Joint venture with CIBC began in 1996.  CIBC is the smallest of Canada's big five banks.

Marketing Campaigns:  Zehrs - 3000 prices lowered  No Frills - Won't Be Beat!  Superstore - Prices Rounded Down

Quebec grocer Metro Incorporated (TSX:MRU, NASDAQ:MTRAF) is Canada's third largest chain of supermarkets (sales >$12 billion or 33% less than Sobeys.  It oversees 564 total locations (December 2011).  Unlike both Loblaw Companies and Empire Company Ltd, Metro Inc operates only in the retail food industry (Loblaws is also in apparel, banking, mobile services, Empire Company is diversified with gas stations, theaters).  Metro Inc also oversees the grocery chains Food Basics (discount food market) and Super C. 

Hémisphère Wine

  • Fruity and Vibrant, Fruity and Medium Bodied, Arromatic and Supple, Aromatic and Robust

Irresistibles

  • Irresistables Life Smart,
  • Irresistibles Market Fresh
  • Irresistables Organic
  • Buttery Beauties
  • Fresh Chicken
  • Irresistibles Gluten Free

Le Petit Charcutier

Selections

  • Selections Eco