Supermarket colossus Tesco has re-branded its value range in a bid to re-create a more vintage style to enure the line keeps up with its competitors.
The chain's bosses have ditched the blue, white and red striped pattern for a more traditional 50s look, which is intended to make the appearance of the products more appealing.
The revamped line, which is now called 'Everyday Value', uses a variety of bright colours and images to compliment the food products which they contain.
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David Wood, marketing director of Tesco UK, said: "Tesco was the first supermarket to launch a Value range back in 1993, the blue-and-white striped brand giving customers a down-to-earth option. Almost 20 years on, affordable quality is more relevant than ever, but customer needs have changed. Everyday Value will provide products that taste better, look better and are healthier."
The Value label has grown at more than 9% year-on-year and will now contain more natural ingredients as well as tasting better.
However, the brand has not been wholly well-received by the experts, with Chief Executive Officer of Interbrand London, Graham Hales, telling marketingmagzine.co.uk that he "can't quite see what the Everyday Value design is trying to say."
"The new look doesn't feel very Tesco or have that shelf appeal that communicates that quality dimension," he added.
Whereas Cliona Lynch, Senior Retail Analyst at Verdict Research believes that this is "a wise move for Tesco", adding that "like a lot of things with Tesco, the range and the blue lines had become a bit dated - a refresh is only a good thing."
In line with the food retailer sector, Tesco fell 0.52% to 324.25p by 12:54.
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