UK | Tesco has relaunched its own-brand Fred & Flo baby and toddler range with a new look, more than half the range featuring new or improved products, and all own-brand baby food now brought together under the Fred & Flo brand.
The refreshed range covers baby and toddler food, nappies, nappy pants, wipes, toiletries and feeding accessories, giving parents and carers a wider choice of products designed to support everyday family life.
As part of the relaunch, Fred & Flo packaging has been redesigned to be more modern, fun and inclusive, with the characters Fred and Flo featuring more prominently across the range.
More than half of the products in the range are either completely new or improved versions of existing products, including advancements in nappy and nappy pant technology, enhanced absorbency, or more baby wipes per pack.
The baby food range has been developed in line with voluntary industry guidelines from the NHS and the Office for Health Improvement and Disparities (OHID), supporting age-appropriate nutrition and feeding, along with advice from the British Nutrition Foundation.
Tesco has also improved on-pack information across the range, including guidance on pouches to encourage spoon-feeding and help families make informed choices throughout the weaning journey.
Together, these improvements offer customers even greater value while maintaining the high quality that families expect from Fred & Flo.
Zoe Hussey, Tesco’s Head of Brand for Baby, Personal Care, Household & Pet, said that from everyday essentials such as baby wipes and nappies to baby food and feeding accessories, Fred & Flo offers parents and carers more new choices alongside established family favourites.
“The latest improvements include enhanced absorbency in nappies and our award-winning nappy pants, an expanded size range, and new food recipes designed to help little ones explore new tastes and textures.”
Tesco was the first own-label retailer to introduce larger nappy sizes designed to support children with additional needs or larger toddlers.
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