“If you look at the general food and drink offering within UK supermarkets now compared to 10 years ago, there is a greater range of products which celebrate and speak to a much more diverse range of cultures and backgrounds than ever before. Of course this has developed as mainstream tastes and exposures to products from around the world has grown, but the mainstream grocers have become far more adept at localising offers to appeal to demographics in certain areas. However away from F&D, diversity in other categories remains low and therefore a launch such as this from Tesco is both welcome and long overdue. There is clearly a large market for such products - 15% of UK consumers, rising to 30% in areas such as London, self-identify their skin tone as not white (see: Diversity in Beauty – UK, November 2019) and one-in-ten consumers say that plasters which match their skin tone would be an innovation they would like to see (see: First Aid – UK, January 2020). This won’t, and shouldn’t be, the last launch we see in this vein as localising and tailoring ranges to the needs of the immediate area, and breaking free of the ‘one size fits all’ approach, will continue to be a key trend for the grocery sector over the next decade - but this has to apply to a grocers full range and not simply food and drink.”