Jack’s brings it home

Tesco has now opened its new discount chain, named Jack’s – and the branding really brings it all home, with 80% of product offerings being British.

According to Campaign magazine, customers revealed that local produce and low costs were the most important aspects influencing their purchasing choices. Research by analysts at IGD Retail Analysis revealed that 27% of shoppers think that British or locally-sourced produce make them view a product as one to have better quality. Meanwhile, almost 50% agreed it’s more important to use local suppliers, and 68% believe supermarkets should focus more on selling food produced by British farmers.

Therefore, Jack’s offers 1,800 of the products sourced from the UK, with packaging and in-store branding clearly giving tribute to British suppliers and sources, along with the intention of being “the cheapest in town”. Although the grocer’s competitors Aldi and Lidl also have strong messaging around “being British”,  Jack’s differentiation comes from the fact that the majority of products are made, grown or reared in Britain.

The move to promote a distinct, local brand isn’t new. In 2017, Morrisons focused on local production and supplier relationships, adding 750 new local items and 200 British suppliers. Consumer demand increased for local goods, as customers ‘interested’ in buying local produce had risen by 7% between 2016-2017. Unilever also focused on local products in response to the “return of nationalism” for consumers due to the appetite for local products in early 2017, marketing certain products that proved more popular for local consumers than others across Europe.

If Jack’s is simply the newest addition to the trend, what distinct edge does it have to compete against its counterparts? Firstly, it offers consumers local and cheaper prices to its European imported counterparts, one of the main concerns the retail industry is facing after the Brexit decision. Secondly, its parent company, Tesco, has engaged in several strategic moves that ensure Jack’s will attract a distinct consumer. For instance, its partnership with Carrefour Group will allow it to introduce more variety and introduce French products at lower prices, while Jacks will remain truly at heart, British.  In either case, with a decision to leave Europe leaving consumers weary about their spending and choices, both Tesco and Jack’s have offered a sigh of relief.

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