Time to adapt says Tesco as Value gets an upgrade

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Tesco is abandoning the famous blue and white stripes of its Value range, almost 20 years after it pioneered the category.

Value products will be replaced by a new brand, Everyday Value. It will feature much brighter and more colourful packaging but also a major step up in quality, Tesco claimed.

New UK marketing director David Wood said customers’ needs had changed since the launch two decades ago and it was time for Tesco to adapt.

“Tesco was the first supermarket to launch a Value range back in 1993, the blue and white-striped brand giving customers a down-to-earth option,” he said.

“We have listened closely to what our customers want and Everyday Value will provide products that taste better, look better and are healthier – still at the same great price.”

Tesco said Everyday Value products, involving around 550 lines, would contain no MSG, hydrogenated fats, artificial flavours or colours or genetically modified ingredients – at no extra cost.

Other quality improvements include 100% fish fillet in Everyday Value fish fingers, tea bags and instant coffee re-blended to improve the flavour, and orange and lemon squash with 10% more fruit juice.

Everyday Value mince will have a lower fat content than the old Value version, while fruit will come in fruit juice instead of syrup as the new fruit harvest comes in from June.

There is also a switch in the emphasis to British food, with tinned peas, beetroot and carrots to be 100% British, as will be the flour used to make bakery products such as pancakes, crumpets and scones.

Tesco said the new packaging would help create more stand-out for the range, which will hit shelves from this week.

“Customer trials of the Everyday Value range have been very positive,” said Wood. “Customers tell us they like the new name and the new packaging.”

Readers' comments (4)

  • Kwik Save pioneered the category with "No Frills", Tesco Value was their version of that.

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  • I think Fine Fare was the first with their yellow packaged basics range.

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  • Pleased to hear Tesco are bringing this range up to date! It’s a sensible move - introducing more quality cues versus the original stripped back look which now looks so dated in comparison to the competition.

    Definitely a step in the right direction and gives shoppers a reason to re-evaluate part of the core Tesco offer.

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  • I do not think it will make a great deal of difference, as slowly but surely the astute shoppers have realised that Tesco is not as cheap as it claims, which is why large numbers are voting with their feet, and choosing to shop at other retailers to get better value for money. Even the sales of the likes of Aldi and Lidl and even Iceland are showing increasing volumes whilst Tesco is continuing to lose market share.

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