Tesco revives blue and white stripes in new value push

Tesco is bringing back the blue and white stripes made famous by its value range, which it dropped in 2012 because shoppers were “too embarrassed” to buy it.

In what it called a “significant upscaling” of its price war, the UK’s biggest supermarket said the branding would be placed “front and centre” of a major marketing campaign highlighting the low prices available on leading branded products.

Today, Tesco announced a promise to cap the prices of 3,000 branded products in a major new phase of its ‘Low Everyday Prices’ campaign first launched in 2020. The number of brands involved in the scheme will be trebled, and a new logo featuring the famous stripes will be introduced.

Brands including Weetabix, Fairy Liquid, Heinz Beanz and PG Tips were among those that would have their prices kept consistently low, it said.

Tesco said nearly three times more brands were included in its commitment to giving customers reassurance on consistently low prices, in addition to its Aldi Price Match on more than 650 lines and over 10,000 Clubcard Prices, which it said underlined its commitment to delivering great value for shoppers.

It also released new research highlighting the strength of brand loyalty across the country. Almost two thirds of shoppers (64%) said they could name at least one brand they would never consider swapping, while nearly a third (31%) said they could think of several.

When asked to name their favourite branded items from a list of 50 famous supermarket products, the top five spots went to Coca-Cola, Cadbury Hot Chocolate, Fairy Original, Branston Pickle and Heinz Beanz.

“Our most-loved brands don’t just have a place in our shopping baskets – they hold a genuine place in the nation’s heart,” said Tesco UK CEO Ashwin Prasad.

“That’s why we’re committed to keeping prices consistently low on thousands of branded products through our new Everyday Low Prices.

“So, whether you can’t live without Heinz baked beans, PG Tips teabags or Fairy washing-up liquid – customers can be sure that they are getting consistent great Tesco value on the branded items they love to put in their trolleys week after week.”