05/04/2012 12:44 BST | Updated 05/06/2012 06:12 BST

Tesco Value Brand Reinvented As Everyday Value

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."

The new range will contain no MSG, no hydrogenated fats, no artificial flavours or colours, and no genetically modified ingredients.

Other improvements include 100 per cent fish fillet in Everyday Value fish fingers, tea bags and instant coffee re-blended to improve the flavour and orange and lemon squash with 10 per cent more fruit juice.

Everyday Value will cater for customers wanting healthier options and will also support British produce.

Everyday Value mince will have a lower fat content than the old Value version, Everyday Value tinned fruit will come in fruit juice instead of syrup as the new fruit harvest comes in from June, while tinned peas, beetroot and carrots will be 100 per cent British. British flour will be used to make bakery products such as pancakes, crumpets and scones.

Packaging for the new range will be more colourful and functional - including easy open packets for biscuits, grated cheese in re-sealable bags and fruit juice in easy-pour cartons.

Wood added: “We apply the same standards to our Everyday Value products as we do to all our Tesco food. Customer trials of the Everyday Value range have been very positive. Customers tell us they like the new name and the new packaging.”