In-store brands are sometimes associated as being the less-than option, but the new product branding of Tesco items look to change this. The new provenance-inspired brands use fictional farm names to help link a product with a certain idea or ideal. This new branding effort, although questioned by some, identifies the brand's increased effort to revamp the value products.
Many different consumers are shifting their focus from being brand-driven, to more lax and focused on value. Generic in-store product branding is becoming more attune to this shift, as seen here with Tesco, to offer consumers a high-quality alternative that's cost-effective.
The rising cost of food on a global scale could see more consumers shifting towards value brands as a way to cut savings.