Tesco is replacing its Tesco Value economy lines with a new range of brightly-packaged and competitively-priced foods under the Everyday Value banner.
David Wood, Tesco UK’s 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.”
Tesco said it was focusing on three areas with the launch of Everyday Value:
Quality: Improving the quality of its Everyday Value products, at no extra cost.
Tesco Everyday Value products will contain no MSG, no hydrogenated fats, no artificial flavours or colours, and no genetically modified ingredients.
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 juice.
Healthier options: The new range is said to cater 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% British.
British flour will be used to make bakery products such as pancakes, crumpets and scones.
Packaging improvements: Everyday Value packaging is “more colourful and softer” than the blue-and-white of the old Value range.
Wood said: “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.”