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A selection of products showing the "Just Essentials by Asda" branding. Just Essentials by Asda, formerly Asda Smartprice, is a no-frills private label trade name.It can trace its origins to Asda's Farm Stores brand launched in the mid-1990s, which consisted of products that were offered at a lower price than the equivalent famous name brand product and Asda's own brand equivalent.
Tesco took ownership of the brand in 2018 after its purchase of Booker Group. [2] Premier stores are generally convenience shops, stocking branded and own brand products, such as Euro Shopper [3] [4] [5] and Jacks (part of the Tesco family) products. [6] [7] Some Premier stores include a Post Office branch.
The concept of venture brands is a naming strategy that originates from private labels. Private labels are products or services that are manufactured or provided by one company for offer under another company's brand. Tesco venture brands are an evolution of this concept which attempts to disconnect the store name (Tesco) entirely from the product.
Tesco had been increasing its own brand products into the Chinese market as well as introducing the Tesco Express format. [128] In May 2014 Tesco made a deal with the state-run China Resources Enterprise (CRE) to create a joint venture, combining Tesco's 131 stores in the country with CRE's nearly 3,000 outlets.
The brand will live on, with a large number of "Jack's, part of the Tesco Family" branded items replacing the Happy Shopper and other own-label brand items sold through Booker Wholesale Cash & Carry warehouses to Budgens, Londis and Premier Stores as well as independent corner shops.
The first signs of the new regime was the almost immediate introduction of the Tesco own-brand (with advertising stating "Tesco at Quinnsworth and Crazy Prices"), with the completion of the phasing out of Yellow Pack and the other PSL own-brands such as KVI and Premium Choice. Maurice Pratt stayed on as chief executive of the Irish operations.