Tesco has relaunched its Fred & Flo baby and toddler brand, introducing a refreshed look alongside a raft of new and improved products spanning baby food, nappies, wipes, toiletries and feeding accessories.

More than half of the Fred & Flo range is either new or has been reformulated or upgraded, as Tesco looks to strengthen its offer for parents and carers and bring its own-label baby products under a more consistent brand identity.

As part of the relaunch, all Tesco own-brand baby food has moved under the Fred & Flo banner, while packaging across the wider range has been redesigned with a more modern and inclusive look, featuring the Fred and Flo characters more prominently.

Product improvements include advances in nappy and nappy pant technology, increased absorbency and larger pack sizes across parts of the baby wipes range.

Tesco said its baby food proposition has been developed in line with voluntary industry guidance from the NHS and the Office for Health Improvement and Disparities, alongside advice from the British Nutrition Foundation.

The retailer has also updated on-pack information to provide families with clearer guidance during weaning, including messaging on pouches encouraging spoon-feeding.

Among the new additions are Fred & Flo Organic Peas Pouch and Fred & Flo Organic Sweet Potato Pouch, both 70g and suitable from six months. The vegetable-led purées are designed as introductory flavours for babies beginning their weaning journey.

Six existing baby and toddler food products have also been redeveloped, while two new yogurt products are due to launch in September.

Elsewhere, Tesco is expanding its Fred & Flo nappy and nappy pants range with additional sizes and products featuring new “Block & Lock” protection, designed to help prevent leaks. More Extra Absorbent options are also being introduced for occasions such as overnight use and travelling.

The wipes range retains its existing formula for delicate skin, with several packs now containing more wipes. Products are pH balanced, while the former Extra Sensitive wipes have been renamed Fred & Flo 99% Water Pure Baby Wipes.

A broader selection of new and redeveloped toiletries is set to launch later this year, with products described by Tesco as paediatrician-approved and dermatologically tested.

New feeding accessories aimed at parents seeking to reduce plastic use during weaning are also scheduled to join the range later in the year.

The relaunch follows recent recognition for Tesco’s Fred & Flo Easy Fit Nappy Pants, which were named Own-label Range of the Year at The Grocer Gold Awards.

Tesco said it was the first own-label retailer to introduce larger nappy sizes intended to provide greater choice for children with additional needs and larger toddlers.

To support the relaunch, Tesco is running a four-for-three promotion across Fred & Flo baby essentials and baby food until 7 September in larger Tesco stores and online. Home and nursery products are excluded from the offer, which is also unavailable in Tesco Express stores.

Zoe Hussey, Tesco head of brand for baby, personal care, household and pet, said: “Relaunching Fred & Flo brings together an even broader range of products for babies, toddlers and young families under one trusted brand.

“With more than half of the range being either new or improved products, the focus has been on offering great quality, brilliant value and meeting the changing needs of families.

“From everyday essentials such as baby wipes and nappies to baby food and feeding accessories, Fred & Flo offers parents and carers more new choices alongside established family favourites.”

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