Tesco has redesigned its entire 1,200-strong Value range, replacing the distinctive blue-and-white striped packaging with product images.
It is understood that the project is a£500,000 push by the grocer to bring the brand - worth£700 million in sales a year - up to date.
Tesco decided to change the brand's look after consulting customers, who said they were tired of the plain packaging.
Tesco head of design and packaging Jeremy Lindley said: 'What brought it home to us was comments that the products look too similar.'
The Value range was introduced 10 years ago, with 43 basic food lines, but has grown to encompass non-food. Retail design firm Astound is responsible for the new-look Value lines, which will be in shops by the end of September.
Separately, Tesco is extending its test of digital in-store advertising medium Tesco TV to a further three stores this autumn, taking the total to six.
Bill Pennell, Tesco media manager, revenue generation and corporate purchasing, said a decision will be made in January on whether to roll out Tesco TV to 300 stores next year, depending on customer feedback.
The TV partner is the Instrumental Media Group's subsidiary, Applied TV.
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