Tesco Pure is an Extended Shelf Life (ESL) fresh milk that has been available to customers since 2005 and has gone from strength to strength. Available in 2-litre and one-litre formats, Pure was the first own label ESL milk in the market.
The milk is fine-filtered to remove more bacteria than pasteurisation alone, offering customers the opportunity to buy fresh milk with a longer shelf life.
The Tesco and Wiseman Dairies teams worked closely together all the way through the development process to ensure we had a great product for customers - and we are all very proud of the results.
The decision to create a Tesco sub-brand and the selection of the name Pure has been very significant in portraying what the product delivers for customers, and the feedback is that customers understand the concept of Pure Filtered Milk.
The success of Pure has been helped by adverts in consumer and trade press, the Tesco magazine, sampling and various price promotions. We are also continuing to explore different ways to attract more customers into Tesco Pure so everyone can enjoy the benefits of a longer-lasting fresh product.
Launched in June 2005, Pure is widely available in Tesco stores. Sales continue on an upward trend as penetration grows, so more and more consumers are enjoying the benefits.
Has the number of customer complaints about the price of goods increased recently?
