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April 4, 2012

UK: Tesco replaces Value grocery range

UK retailer Tesco has launched a low-price grocery range to replace its Value own-label line.

UK retailer Tesco has launched a low-price grocery range to replace its Value own-label line.

The Everyday Value range is part of Tesco’s efforts to modernise its own-label offering and includes products with no MSG, no hydrogenated fats, no artificial flavours or colours, and no genetically modified ingredients. It has also reformulated a number of products to contain less sugar and fat.

Tesco claims the range will also support UK produce with 100% British tinned vegetables such as beetroot and carrots and British flour in bakery products.

The blue and white striped packaging has also been discarded, in favour of a “more colourful and softer” design. Improvements in packaging also include biscuits in “easy-open” packets, grated cheese in re-sealable bags and fruit juice in “easy-pour” cartons.

“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,” said Tesco UK marketing director David Wood today (4 April).

“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 said customer trials of the Everyday Value range have been “very positive”.

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