Tesco shelves 'tired' Value products for revamped line
Tesco has abandoned the blue and white stripes of its Value products after almost 20 years.
Value products will be replaced by a new brand called Everyday Value, which the supermarket giant claims will be a step up in quality, as "customer needs have changed".
The line will contain no MSG, no hydrogenated fats, no artificial flavours or colours and no genetically-modified ingredients and will include healthier options than its predecessor.
British flour will be used to make bakery products such as pancakes, crumpets and scones, and tinned peas, beetroot and carrots will also be 100% British.
The revamped packaging is "more colourful and softer" than the blue and white of the old Value range, with other improvements including biscuits in easy-open packets and grated cheese in re-sealable bags.
Tesco UK marketing director David Wood said: "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. Almost 20 years on and an affordable quality range is more relevant than ever, but customer needs have changed.
"Everyday Value will provide products that taste better, look better and are healthier - still at the same great price."
He added: "We apply the same standards to our Everyday Value products as we do to all our Tesco food. Customer trials of the Everyday Value range have been very positive."
Neil Saunders of retail research agency Conlumino said: "At its creation it was an innovative and bold merchandising move that allowed Tesco to promote its value credentials and grow at the price-sensitive end of the market without sacrificing the middle ground.
"However, the market has since evolved and Value was looking increasingly tired and was becoming outmoded, especially when compared to competitor offers.
"This refresh should allow Tesco to reconnect with consumers and will help underline its true value credentials."