Tesco relaunches Fred & Flo baby and toddler brand

Tesco has relaunched its Fred & Flo brand for babies and toddlers, introducing a refreshed visual identity and an expanded product lineup. The overhaul includes redesigned, more inclusive packaging featuring the brand's characters more prominently.

As part of the relaunch, all of Tesco’s own-brand baby food has been consolidated under the Fred & Flo banner. The food range includes new organic vegetable-led pouches, such as peas and sweet potato, designed for infants aged six months and older. Tesco stated that its baby food proposition aligns with voluntary industry guidance from the NHS, the Office for Health Improvement & Disparities, and the British Nutrition Foundation. The retailer has also updated on-pack information to provide clearer weaning guidance, including messaging that encourages spoon-feeding.

In the non-food category, more than half of the range has been new, reformulated, or upgraded. Improvements include enhanced nappy and nappy pant technology with increased absorbency, larger pack sizes for wipes, and new feeding accessories aimed at reducing plastic use. To mark the relaunch, Tesco is running a four-for-three promotion on Fred & Flo essentials and food through September 7.