The customer title, which is produced at the Paulton, Bristol-based gravure plant, replaced four existing in-house Tesco magazines.

The decision to consolidate the titles was revealed by PrintWeek last year, at which time Polestar looked to be in pole position (PrintWeek, 25 September 2003).

The new title has replaced Healthy Living, Vegetarian, Tesco Clubcard and Recipe. Polestar Varnicoat printed Tesco Clubcard magazine, with a run of 8m-10m, while Polestar Chantry printed Healthy Living, and St Ives in Bradford produced Recipe and Vegetarian.

The 96pp title contains news, recipes, fashion, new product lines and financial and vegetarian issues. Its print run will rise to 3.5m for the Christmas issue. Tesco head of publishing Neil McCormack said that shoppers had told the firm they would prefer a single larger magazine. "We are confident shoppers will love it," he said.