Tesco's blue-and-white striped Value label has been shelved.
The no-frills range of items that has been a staple for many over the last 20 years will make way for the new Everyday Value label.
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."