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Tesco rebrands value range

Tesco has replaced its blue-and-white striped Tesco Value range of products with a new branded range named Everyday Value.


Tesco rebrands value range

The new range, which includes 550 products, will feature more colourful and softer packaging than the old Value brand and there will also be improvements in the way it functions including biscuits in easy-open packets, grated cheese in re-sealable bags and fruit juice in easy-pour cartons.

Tesco said the range will benefit from a number of quality improvements and will cater for customers seeking healthier options. The Everyday Value products will contain no MSG, hydrogenated fats, artificial flavours and colours, or genetically modified ingredients. Everyday Value mince will have a lower fat content than the old Value version, while tinned fruit will come in fruit juice instead of syrup.

Tesco was the first supermarket to launch the discount category twenty years ago and Tesco Value now generates more than £1 billion in sales.

David Wood, Tesco UK marketing director said: "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."

The launch of the new range comes as Tesco chief executive Philip Clarke prepares to announce a turnaround strategy for business following the issue of Tesco’s first profit warning in twenty years.

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