Tesco overhauls Value range

The new Everyday Value range is part of Tesco’s efforts to modernise its own label offering and improve its quality in a bid to reverse its recent poor performance.

Tesco has scrapped its basic blue and white striped packaging and replaced it with a “more colourful and softer” design.

David Wood, Tesco UK’s new marketing director, says the range will offer healthier, better tasting products at the same price as its previous basics range.

In a bid to improve the quality of its own label value range, the new Everyday Value range will include no MSG, no hydrogenated fats, no artificial flavours or colours, and no genetically modified ingredients. It has also reformulated a number of products to contain less sugar and fat.

Tesco claims that the range, which is going into stores this week, will support British produce with 100% British tinned vegetables like beetroot and carrots and British flour in bakery products.

Wood adds: “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 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.”

The supermarket will launch a major marketing campaign to support the new range at the end of April after giving the new products a few weeks to become established in stores.

Tesco says sales of its Value range reached £1bn last year. The supermarket own-label budget market is growing at 9.3% year on year, according to Kantar Worldpanel.