Tesco has overhauled its 1,200-strong Value range, following feedback that showed consumers were put off buying economy own label ranges because of the downmarket packaging.

The revamp, which will be completed by the end of next month, aims for a more contemporary look and encompasses products ranging from toilet rolls to ready meals.

The new look retains the signature red and blue colours and stripes design but has a softer look featuring new photography.

The chain has also swollen the ranks of its Finest fresh produce range with 40 new lines.

Rolling out now, the newcomers include green zebra tomatoes and shiitake mushrooms in black trays, with packaging featuring full colour imagery.