The peak-time series, which begins on Five on 3 March, will follow the people behind the new brands as they go through a genuine pitch process to Tesco's buyers. Although the supermarket said it did not commission the show, it is an attempt to help improve perceptions of the store and its attitude toward suppliers.
Tesco recently came under fire from animal welfare groups and celebrity chef Hugh Fearnley-Whittingstall for selling its standard chicken for £1.99, following Hugh's Chicken Run, a Channel 4 documentary strand in which he investigated chicken production.
The launch of the Tesco series will be supported by press work created by VCCP.
Last month, Tesco reported disappointing Christmas sales results that fell short of City expectations. Like-for-like sales, excluding
petrol, grew only 3.1% in the five weeks to 5 January, despite a big-budget advertising campaign starring the Spice Girls.
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