Tesco ditches 20-year Value range and replaces it with Everyday Value
By John Reynolds, marketingmagazine.co.uk, Wednesday, 04 April 2012 12:45PM
Tesco is launching a TV campaign on 30 April to showcase its Everyday Value range, which is replacing its blue-and-white-striped Value range after nearly 20 years.
The Everyday Value range will feature brighter packaging than its predecessor.
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."
Tesco said Everyday Value would focus on three specific areas – quality, healthier options, and packaging improvements.
In total, the supermarket group is introducing more than 550 new lines, beginning today (4 April).
Examples of the new range include Tesco Everyday Value fish fingers, which contain 100% fillet of fish, and bran flakes and corn flakes fortified with vitamins and iron.
The Everyday Value range will include no MSG, hydrogenated fats, artificial flavours or genetically modified ingredients. A number of products have also been reformulated to contain less sugar and fat.
It is unclear what level of marketing support will be accorded to the new range, which will compete against the likes of Waitrose's Essentials and the Sainsbury's Basics range.
Follow John Reynolds on Twitter @johnreynolds10
This article was first published on marketingmagazine.co.uk
- Programmatic Executive - amazing lifestyle publisher Ultimate Asset £30000 per annum + bonus, Hammersmith and Fulham
- Senior Digital Designer Zebra People £50000 - £51000 per annum, City of London
- Head of Creative / Lead Creative | Leading technology/gaming br Salt £80000 - £100000 per annum, City of London
- Digital AM to AD - entertainment clients become £28k-£45k, Surrey
- Digital Snr AM become £35k-£40k, Surrey
- Will.i.am clashes with Martin Sorrell over online ads in Cannes
- UK agencies win 7 Media Lions
- Twitter to embrace power of TV in UK ad campaign
- Martin Sorrell on the mega-media reviews: 'We can't remember anything like this'
- Aston Martin appoints WPP to global marketing account
- Ogilvy & Mather's radio work for Dove 'reduces Cannes jury to tears'