Tesco to offer own-label healthy food range for kids

The range, developed by brand consultancy Brandhouse WTS, goes on sale nationally later this month. It is being positioned to target both mothers and children, with humorous cartoon-style packaging designed to appeal to kids, as opposed to the Blue Parrot range, which is aimed at parents and leverages its organic background.

The packaging will show a cartoon pair of eyes, and a tick to signal that the food meets nutritional criteria.

Each product will carry an appropriate strapline. For example, the microwaveable curry carries the tagline 'curry in a hurry' and the chilli and potato wedges use 'hey amigo!'.

There are 48 products in the Kids line ranging from fresh to frozen food and ready meals. Cath O'Sullivan, brand manager for Tesco Kids said it had developed the range following research by the supermarket giant, including 24 focus groups and nationwide quantitative research.

"We spoke to children between five and 11 years old and they are very clear about what they want to eat, she said.