Magazine article Marketing

Tesco Breaks Cresta's Wave

Magazine article Marketing

Tesco Breaks Cresta's Wave

Article excerpt

Tesco has delisted the hugely successful Cresta soft drinks brand in the latest own-label offensive to hit the supermarket shelves.

Cresta is set to lose around 20% of its volume sales from the delisting, and admits that its sales curve has already taken a downturn. Tesco is clearing its shelves for its own-label lemonade, marketed under the Value label which it launched at the beginning of August.

"Obviously we're disappointed to lose Tesco, but we can appreciate that they want to develop their own-label brand," says Cresta acting brand manager Andrew Williams.

Yet brand owner CCSB believes that Cresta cannot be replaced by an own-label imitation. "We believe we're offering more to the consumer and the trade than own-label can," says Williams. "Cresta is a better alternative than own-label because it has brand values which we've carefully built up."

Cresta is now CCSB's third best selling line, and shifts an estimated 12 million litres a year, despite little promotional support. …

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