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Tesco to revamp ready meals range

28/05/2012 11:19

Tesco's short term strategy will include a focus on own-label ready meal products. In the coming months the retailer plans to invest in revamping its ready meals across all ranges, for over 1000 products.

Initially, the retailer will improve about over 300 Indian, Oriental, and Tex-Mex ready meals. As part of the revamp, the meal packages will feature bold colors and images to differentiate from other cuisines. Tesco will propose also new articles and also new receipts. Starting last Friday, May 24th, Tesco launched already an advertising campaign with the strap-line: "20 per cent more at no extra cost". This campaign will be visible on billboards but also on national and local radios.  The retailer will be running a promotion, where shoppers will be offered special ready meals packages on a 2 for GBP 5 offer.

Later, till the end of 2012, Tesco plans to revamp 700 additional ready meals articles, including its vegetarian dishes.

The entire revamp follows feedback received on taste and packaging involving 1000 shoppers.

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