Tesco is relaunching its organics range with new packaging to drive sales and differentiate it further from the standard range.
The grocer is adopting the new design, featuring a tree in a green field and blue sky, on its 50 leading organic products from March.
A spokeswoman said: 'The packaging had not been looked at for a few years and we wanted to make sure that it is the best it can be.
Customer research said that they liked the new design so we are responding to that.'
Tesco began selling organics in 1998, and is the market leader with a share of more than 27 per cent.