The UK’s biggest grocer has resurrected a label that it dropped more than a decade ago
Tesco is reviving its iconic blue-and-white striped Value branding as it launches a “significant” escalation in its pricing battle with Aldi. Britain’s largest supermarket announced that the return of the blue and white stripes – which were scrapped in 2012 – would “symbolise value at Tesco” and feature “front and centre of a major marketing campaign highlighting the low prices available on leading branded products”.
Back then, the Guardian reported that Tesco had “ditched its blue-and-white striped Value label in favour of a new softer brand” in an attempt to “relieve consumers of the embarrassment of buying the cheapest products on its shelves”. The revival coincides with Tesco’s pledge to freeze the costs of 3,000 branded items as part of the latest phase of its Low Everyday Prices initiative, which has been running since 2020.
Weetabix, Fairy Original washing up liquid, Heinz baked beans and PG Tips teabags are amongst the products that will have prices maintained “consistently low”, the retailer confirmed.
The pricing includes Fairy Original at 90p for 320ml, £2 for a 12-pack of Weetabix, Lurpak Slightly Salted Spreadable 250g for £3.30 and 60p for a 150g pot of Heinz beans. This comes on top of Tesco’s existing Aldi Price Match on over 650 items, as well as more than 10,000 reduced Clubcard prices, which it claims “underlined Tesco’s commitment to delivering great value for shoppers”.
A survey conducted for Tesco to coincide with the launch revealed that nearly two-thirds of shoppers (64%) could name at least one brand they would never consider swapping, while 31% said they could think of several. When asked to list their favourite branded items from a selection of 50 products, the top five were Coca-Cola, Cadbury’s Hot Chocolate, Fairy Original liquid, Branston Pickle and Heinz baked beans.
Ashwin Prasad, Tesco UK chief executive, said: “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 trolleys week after week.”
The survey was carried out by Censuswide, who polled 2,000 UK adults between December 10 and 12.
