Britain's largest retailer lanches environmentally-friendly brand and website to tap into consumer concerns.
The brand entitled Greener Living includes a new Greener Living website offering tips and ideas for consumers along with advice from green-fingered celebrities Dick
Strawbridge, green campaigner and presenter of BBC's 'It's not easy being green', and Matt James of Channel 4's 'The City Gardener'.
Greener Living ranges will hit the shelves early next year and will include energy-saving light bulbs, bin liners from recycled plastic and an energy-saving eco-kettle.
However, the site currently offers a limited selection of green garden, and home products.
Said Andrew Brocklehurst, green category director at Tesco: "Customers tell us they want to shop greener but they don't always find it easy to know which choices are better for the environment."
To add weight to the offering Tesco has enlisted the helo of environmental personalities such as author Natalia Marshall, Justin Francis, travel writer and co-founder of responsibletravel.com, and Melissa Corkhill, founder of 'Green Parent' magazine.