Tesco delivers eDiets… online diets go for health partnership
Yet so far, Tesco’s success may be explained by an incredible ability to deliver what consumers want, rather than any strong arm tactics. That is to say, they’re wonderfully clever. And it’s because Tesco is so clever that it’s no surprise to hear that come New Year, they will be pushing eDiets, an online diet business that also trades as Tesco Diets.
The clever thing about eDiets is that Tesco don’t prescribe any particular regime. At time of writing Tesco offer a choice of fifteen diets from the famous-for-its-red-meat Atkins diet to a range of vegetarian diets, with many in between. For allergy sufferers there’s a diary-free diet, a gluten free diet et cetera. There are heart-smart, cholesterol lowering and diabetes diets. eDiets is clearly a profit centre in itself. The eDiets fee covers a personalised meal plan, telephone support, access to online chat rooms and fitness advice. And whatever diet you’re on, you know Tesco will be able to deliver the eDiets recommended shop.
Yet the greatest potential for the future comes from the way Tesco diets fit in with consumers’ emerging expectations of supermarkets. Breaking Trends recently identified health as key to the way our society is evolving. The use of the internet as a key source of health information, through businesses like eDiets, is just the beginning. As customers take greater interest in, and responsibility for, their own health they will expect much more from Tesco than convenience and ready meals. Increasingly they’re looking for brands they can trust and partner with to achieve their goals. Tesco Diets, or eDiets, can do much more than drive traffic to the grocer’s online arm. It can add ‘trusted partner for health’ to the Tesco brand values.
Contact Stephen Newton
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