Tesco offers glycaemic index logo to food firms

Tesco is in talks with major brand manufacturers to roll out its glycaemic index (GI) logo on their products, even though they could be sold in rival supermarkets.

The retailer will launch a GI Guide diet book in-store in January to target post-Christmas dieters, with 65,000 copies hitting the shelves priced £3.99 each. The book will be serialised in The Sunday Times.

Tesco claims GI has the 'power of the Atkins brand, while promoting sensible eating'. It plans to have 1000 own-brand products bearing GI labels by the end of 2005.

Tesco head of diet and health Hamish Renton revealed that a number of manufacturers were interested in using the GI symbol. 'We want it to become an open system,' he said.

Tesco has invested at least £2m in trials - it costs about £2000 a product to measure levels of carbohydrates based on their effect on blood-sugar levels.

Renton added that there had been initial discussions with high-street bookstores about stocking the GI Guide to broaden awareness.

The GI diet, which is endorsed by Olympic gold medallist and diabetic Sir Steve Redgrave, will be promoted through point-of-sale activity and leaflets. There will also be staff trained to give advice on the diet at Tesco's 230 pharmacies.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer