Supermarket chain Tesco is to ditch the traditional blue & white stripes on its own-brand products as part of a major re-launch, it was announced today.
The retailer’s budget range of grocery goods previously named Tesco Value is to be re-branded as Everyday Value, with the packaging of the new goods more minimal than the previous striped design and incorporating more colours.
With consumer budgets continuing to be constrained through this prolonged economic downturn, value goods have become a fierce battle ground for the major supermarkets.
Each of the four major retailers in the sector - Asda, Morrisons, Sainsbury’s and Tesco – have introduced rival discounting schemes to attract cash-strapped shoppers and this latest rebrand from the largest business in the retail industry will intensify that competition.
David Wood, Tesco UK Marketing Director, 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.
“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.”
Along with the aesthetic changes, Tesco has also improved the quality of many of its items and tried to make much of the value range healthier.
Everyday Value products will contain no MSG, no hydrogenated fats, no artificial colours and no genetically modified ingredients, while its orange & lemon squashes will have ten per cent more fruit juice.
Other notable changes to the range include its mince having a lower fat content, tinned fruit using fruit juices instead of syrup, and all of its tinned peas, beetroot and carrots will now be 100 per cent British.
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.”
Tesco has lost UK market share to its rivals over the last six months, and CEO Philip Clarke has said that the retailer needs to improve invest more in staff and stores.
Last month the grocer announced that UK CEO Richard Brasher was leaving the business due to Clarke taking a much more hands-on approach to the domestic operations of the company.