Tesco is to resurrect its famous blue-and-white striped Value logo for the first time in more than a decade.
The bold retro branding, which it dropped in 2012, has been refreshed with an updated twist and will now feature “front and centre” in a major marketing campaign by the retailer to highlight “low prices on leading branded products”.
Altogether, 3,000 branded products, including Weetabix, Fairy Original Liquid, Heinz Baked Beans and PG Tips teabags, will have their prices kept “consistently low”, the supermarket giant said.
The move marks the next chapter of Tesco’s Everyday Low Prices scheme, which launched in 2020 and now features three times as many brands.
These include Fairy Original Washing Up Liquid, currently priced at 90p for 320ml, a 360g jar of Branston Pickle at £2.20 and a 12-pack of Weetabix costing £2.
Tesco said its commitment to “delivering great value for customers” was underlined by its existing Aldi Price Match on more than 650 lines and over 10,000 Clubcard Prices.
The announcement comes after the retailer commissioned new research which explored how much UK households value the brands they love most.
The findings showed that almost two-thirds of shoppers (64%) could name at least one brand they would never consider swapping, while nearly a third (31%) said they could think of several.
Coca-Cola, Cadbury’s Hot Chocolate, Fairy Original liquid, Branston Pickle and Heinz Baked Beans ranked in the top five spots of a list of 50 favourite branded supermarket products, the survey showed.
More than 70% of the 2,000 people polled by Censuswide said that having a good selection of branded products was an important factor in their choice of where to shop, with 79% of 25 to 34-year-olds saying it was important to them.
“Our most-loved brands don’t just have a place in our shopping baskets – they hold a genuine place in the nation’s heart,” said Ashwin Prasad, Tesco UK chief executive.
“That’s why we’re committed to keeping prices consistently low on thousands of branded products through our new Everyday Low Prices.”
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