Tesco is launching a new range of festive decorations and gifting products in collaboration with the Dragons’ Den-backed brand March Muses, which will bring representation and diversity to the celebrations.
The exclusive collection from the UK’s largest retailer, which launches in late October, includes decorations, cards and gift wraps that feature people with a variety of skin tones, including Father Christmas, the Nutcracker and painted ballerinas.
The range offers cards, wrapping and giftbags starting from £1.00 and decorations from £3.75.
Supplier brand March Muses is the ground-breaking UK company creating and designing decorations, tree toppers, gift wrap, cards and nightwear that feature black and brown characters.
Its long-term partnership with Tesco has now enabled the latest product lines to land in almost 300 Tesco stores ahead of the festive season, and will continue into the New Year and Spring with lines including mugs, water bottles and ladies’ pyjamas.
Tesco has already taken significant steps to ensure inclusion this year – from the launch of skin tone plasters to supporting seasonal campaigns for Ramadan and Eid.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
Tesco seasonal buying manager, Sophie Bailey-Humphries said: “The Tesco and March Muses range of festive ornaments, cards and gift wrap are a beautiful way to celebrate people and families across the UK who are not always represented in more traditional Christmas lines.
“I am looking forward to seeing how our customers incorporate them into their celebrations this festive season.”
March Muses founders, Natalie and Alison commented: “We are thrilled to partner with Tesco, a brand that shares our values of inclusivity and diversity.
“Our products are designed to celebrate the beauty of all skin tones and cultures, and we believe that every individual deserves to see themselves represented in the products they buy.
“We are elated for the opportunity to bring our products to even more people through Tesco, and we hope that this partnership will inspire other retailers to embrace diversity in their offerings.”
The news comes as it has been predicted that food and grocery will be the fastest growing sector in the run up to Christmas, according to GlobalData.
