Mayday creates branded ice-cream range for Tesco

Mayday has produced the identity and packaging designs of a new range of Tesco ice cream, which has been branded Choka Blok but will not carry the Tesco name.

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According to Mayday director Roger Ackroyd the consultancy, which is not rostered by Tesco, was approached directly in February and given an open brief to name and work up packaging design for the product which hadn’t then had its flavours defined.  

The launch is understood to mark the beginning of a global brand strategy which will see Tesco create its own brands to be sold in non-competing retailers including petrol stations and garden centres. 

Two more brands are set to follow the ice cream – La-thams dog food and NutriCat cat food, although Mayday has not been involved in the design of these.

Ackroyd adds that Mayday has expressed ‘other new product design thoughts’, but says he is unaware if Tesco plan to take these forward.

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