• Source: Online
• Publication date: 09 May 2008 12:33 PM
• Author: Emily Pacey

Tesco is poised to relaunch its extensive ready-meal range, with new-look packaging designed by Honey Creative.

The consultancy is working on packaging across 360 Tesco own-brand core food products, introducing colour-coding to separate different cuisine styles and portion sizes. The packaging is intended to be simpler for customers to read and understand.

The grocer appointed Honey Creative to its roster last spring. Honey’s managing director Doug James reports that it was brought in without a pitch by Tesco’s head of design Alyson Jakes.

‘Alyson has worked with us in the past, both when she headed the design team at Debenhams and when she worked with Harrods. She brought us on to the roster to clean up the messaging on Tesco’s core range packaging, and reintroduce food values,’ says James.

The packaging will start to appear on shelf next week.