Tesco is reported to be trialling a new ‘try before you buy’ scheme on its own label food-to-go products as part effort to change how its brand is perceived and raise its profile as a quality food retailer.

A trial in six of its store allows shoppers to taste products from its to-go range including fresh produce, sandwiches, crisps, salads and cakes. The scheme will be promoted heavily in-store, predominantly through point of sale marketing. 

The move follows recent strong growth in food-to-products in supermarkets and convenience stores with Tesco also hoping to mirror the success that Aldi and Lidl have had with their own label ranges. The group is also said to be increasing its focus on its own label ranges to better manage pricing and control margins to compete with the discounters and comes amid a cull of many branded products in its stores. 

Commenting on the initiative, a spokesperson for Tesco said: “We’re really proud of our [own label] products and we want to make it easier for customers to purchase them with confidence. We’ll be listening to customer feedback throughout the trial.” 

A wider roll-out of the initiative could take place if the trial is well-received by shoppers.