Tesco has revived its blue and white stripe ‘value’ range to help cash-strapped households having ditched it more than a decade ago amid claims that customers were ’embarrassed’.
Britain’s biggest supermarket chain said it was focusing on keeping prices low on 3,000 household staples including Weetabix and Fairy Liquid as part of a new ‘everyday low prices’ push.
And the familiar blue and white stripes will return in a ‘significant step’ in its price war with rivals.
Other popular branded products to be included are Nutella and Marmite spreads as well as Heinz baked beans.
The supermarket is battling to win customers amid fierce competition from discounters
Supermarkets have been battling to win customers with huge investments into price cuts over the past year.
Although food inflation slowed this autumn, steep price increases on staples – including beef, chocolate and coffee – have continued to take a toll on shoppers.
As shoppers have struggled in the face of high inflation over the past few years, discounters Aldi and Lidl have enticed more customers into their stores and away from traditional players like Asda and Morrisons.
The stripes appeared alongside Tesco’s first value range in 1993 when Brits were reeling from a previous recession.
But they were scrapped in 2012 amid claims shoppers were ’embarrassed’ to be seen buying the low-price products.
At the time, Andy Yaxley, commercial director of Tesco Fresh Food, said: ‘Embarrassed is probably the wrong word.
‘But customers told us that they questioned the quality of the Value brand because of the packaging and some didn’t feel comfortable putting it in their trolleys.
‘Tesco was the first supermarket to launch a value range… 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.’
Announcing the return of the stripes today, Tesco said in a statement: ‘The scale of this move is a significant step on, with nearly three times more brands included in Tesco’s commitment to giving customers reassurance on consistently low prices, week in, week out.’
The stripes will now feature in the grocer’s adverts and on shelves in shops
Tesco already runs an Aldi Price Match on more than 650 lines as well as loyalty card prices for Clubcard holders.
Tesco UK boss Ashwin Prasad added: ‘Our most-loved brands don’t just have a place in our shopping baskets – they hold a genuine place in the nation’s heart. That’s why we’re committed to keeping prices consistently low on thousands of branded products through our new Everyday Low Prices.
‘So, whether you can’t live without Heinz Baked Beans, PG Tips teabags or Fairy Washing Up Liquid – customers can be sure that they are getting consistent great Tesco value on the branded items they love to put in their trollies week after week.’
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