Tesco wanted to target the 25+ yrs market (especially male) with a microwavable pizza slice - perfect for people 'On The Go'. Green was used as a non gender specific colour with the emphasis on the time taken to cook it. The coloured strips refered to the flavours whilst the star was used as a subtle reference to the American style of pizza.

Tesco: is the largest grocery homeshopping service in the world. Also selling books, DVDs, CDs, wine, electrical goods, flowers and much more.