16/04/12 ‘Everyday Value’ Brand To Replace Value - Tesco

Tesco is launching a new range of brightly-packaged and brilliantly-priced food under a new brand: ‘Everyday Value’. The range will replace Tesco Value and follows extensive research with customers to understand what they want to see from a value brand today.

David Wood, Tesco UK Marketing Director 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 and an affordable quality range is more relevant than ever, 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 – still at the same great price.”

Tesco is focusing on three areas with the launch of Everyday Value:

Quality - improving the quality of its Everyday Value products, at no extra cost for the customer. Tesco Everyday Value products will contain no MSG, no hydrogenated fats, no artificial flavours or colours, and no genetically modified ingredients. Other quality improvements include 100 per cent fish fillet in Everyday Value fish fingers, tea bags and instant coffee re-blended to improve the flavour and orange and lemon squash with 10 per cent more fruit juice.

Healthier options: The new range caters for customers who want healthier options – and also supports British produce. Everyday Value mince will have a lower fat content than the old Value version, Everyday Value tinned fruit will come in fruit juice instead of syrup as the new fruit harvest comes in from June, while tinned peas, beetroot and carrots will be 100 per cent British. British flour will be used to make bakery products such as pancakes, crumpets and scones.

Packaging improvements: To help customers spot the new range on the shelves, Everyday Value packaging is more colourful and softer than the blue-and-white of the old Value range. We have also improved the way it functions, including biscuits in easy-open packets, grated cheese in re-sealable bags and fruit juice in easy-pour cartons.

David Wood continues: “We apply the same standards to our Everyday Value products as we do to all our Tesco food. Customer trials of the Everyday Value range have been very positive. Customers tell us they like the new name and the new packaging.”

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