The concept keeps the traditional blue and red colours of the Value range but replaces graphics with full-colour photography.
All products in the range will be repackaged in the course of this year.
A spokeswoman said the redesign was a result of customer feedback. "Customers liked our Value products for their quality and price, but felt the design did not reflect the quality. They told us that just because they were buying the lowest price, there should be no compromise on the packaging design."