June 19, 2024


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Tesco launches Better Baskets campaign


Tesco has created Better Baskets, a campaign that aims to tackle the barriers that customers come up against when looking to fill their basket with better choices.

Research among Tesco shoppers found that 86% of them want to eat more healthily, with 77% wanting the supermarket’s help to achieve it, according to the retailer.

The campaign, which launched this week, includes in-store Better Basket zones, clearly signposted with the Better Baskets logo, that will feature products including:

  • Foods that are high in fibre
  • Plant-based options
  • Low and no alcohol drinks
  • Snacks and treats under 100 calories
  • Products that have reusable, reduced and recyclable packaging.

As part of Better Baskets, Tesco is promoting its Tesco Meat & Veg beef mince (500g) which is “packed with 30% vegetables and at a Clubcard price of £2.00.”

To support the campaign, chef Jamie Oliver has worked with Tesco and WWF to create new veg-packed recipes, to inspire customers. The majority of products highlighted as part of the Better Basket promotion, will be at Clubcard Prices, Low Everyday Prices or in ALDI Price Match to help remove price as a barrier to making better choices.

Tesco Chief Customer Officer Alessandra Bellini says: “We understand that customers want to make better choices but not have to pay more. Our Better Baskets campaign means there is no compromise. Right now, every little helps.”

The Better Basket campaign will be supported by TV, print and outdoor advertising, along with social media and online.

As part of its commitment to help customers make better choices now and in the future, Tesco is working closely with its partner, WWF to “halve the environmental impact of the average UK shopping basket.

“50 billion calories have already been removed from Tesco products, and it plans to remove 50 billion more by 2025,” the retailer said.

“Since its 4Rs strategy was established in 2019, Tesco has improved the packaging for more than 1500 different products and removed 1.6 billion pieces of unnecessary plastic, including multipacks, additional lids, films, and bags.”


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