Pemberton & Whitefoord wins Tesco local milk brief

LONDON - Design agency Pemberton & Whitefoord has been commissioned by Tesco to create the packaging for its new 'localchoice' milk range.

The localchoice milk is sourced from small local farms and sold at 625 Tesco stores in England and Wales.

There are presently 14 different regional milks available: Dorset, Devon, Cornwall, Somerset, Cheshire, Lancashire, Yorkshire, Cumbria, East Anglia, the North East, the South East, the South West and the heart of England and Wales.

P&W has designed a range of packaging that looks very simple, and does not feature the Tesco branding.

Adrian Whitefoord, co-founder of P&W, said: "The usual clutter normally associated with packs of this type have been moved to the back of the pack."

Localchoice is part of the £25m annual investment Tesco announced last month to support the British dairy industry.

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