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.”