The UK’s number-one retailer is ditching the famous stripes from its Value range.
Tesco was the first supermarket to launch a value range in 1993 and its look has remained similar for nearly two decades.
David Wood, Tesco UK marketing director said when it was launched the blue-and-white striped brand gave customers a down-to-earth option.
But he said almost 20 years on affordable quality range is more relevant than ever, but customer needs have changed.
“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 is focusing on three areas with the launch of Everyday Value. It is aiming to improve the quality of its Everyday Value products, at no extra cost for the customer and the products will contain no MSG, no hydrogenated fats, no artificial flavours or colours, and no genetically modified ingredients.
Its Everyday fish fingers will be 100 per cent fish fillet and its tea bags and instant coffee will be re-blended to improve the flavour and orange and lemon squash with 10 per cent more fruit juice.
The new range caters for customers who want healthier options and also supports British produce.
Everyday Value mince will have a lower fat content than the old Value version, Everyday Value tinned fruit will come in fruit juice instead of syrup as the new fruit harvest comes in from June, while tinned peas, beetroot and carrots will be 100 per cent British.
Also, British flour will be used to make bakery products such as pancakes, crumpets and scones.
To help customers find the new range on the shelves, the packaging of Everyday Value is to be more colourful and softer than the blue-and-white of the old Value range.
Tesco said it has also improved the way it functions, including biscuits in easy-open packets, grated cheese in re-sealable bags and fruit juice in easy-pour cartons.
Wood 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. Customers tell us they like the new name and the new packaging.”
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