UK: Tesco abandons Value range
The new Everyday Value range has abandoned the stark blue and white stripes of the Tesco Value range
The range of goods will be called Everyday Value and will abandon the stark blue and white stripes in favour of more upmarket, colourful packaging which features 1950s-style line drawings of kitchen equipment and food. It looks quite similar to Waitrose's Essentials range of goods.
The company insists that the change is more than a rebranding exercise and many of the 550 lines are being substantially improved, either in content or in packaging.
Abandoning the Value band, however, is a brave move by Tesco. Value, launched twenty years ago, came about in response to the early 1990s recession, the aggressive expansion of Kwik Save and the arrival of European cost-cutters, Netto and Aldi.
At the time the selling of basic, purposefully cheap-looking products was dismissed as a potentially brand-damaging move. But Value went on to set the trend across the industry and it allowed Tesco to increase its market share from 15pc to 25pc in the space of a decade. In doing so it stole the prized number one crown from Sainsbury’s and it never looked back.
Source: www.telegraph.co.uk
