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Tesco is bringing back its iconic blue-and-white striped Value logo, marking a significant escalation in its ongoing price war with rival Aldi supermarkets.
The UK’s largest grocer said the logo, which was scrapped in 2012, will now “symbolize Tesco’s values” and be “front and center of a major marketing campaign highlighting low prices on leading brand products”.
According to The Guardian , Tesco “abandoned its blue and white striped value label in favor of a new, softer brand” when it initially scrapped the label to “free consumers from the embarrassment of buying the cheapest product on the shelf.”
The relaunch coincides with Tesco’s commitment to price caps on 3,000 branded items, the latest stage of its “everyday low prices” program starting in 2020.
WeetabixFairy Original Laundry Detergent, heinz baked beans and PG Tips The retailer said teabags were one of the products where prices “continued to remain low”.
Price includes Fairy Original 320ml 90p, pack of 12 £2 WeetabixLurpak Lightly Salted Spread 250g, £3.30, 150g jar, 60p heinz beans.
In addition to this, Tesco’s existing Aldi Price Match covers more than 650 product lines and more than 10,000 lower Clubcard prices, which the company said “underscores Tesco’s commitment to delivering great value to shoppers”.
A Tesco survey conducted to coincide with the product launch found that almost two-thirds of shoppers (64%) could name at least one brand they would never consider switching to, while 31% said they could think of several.
When asked to choose their favorite brand from 50 products, the top five were Coca-Cola, Cadbury Hot Chocolate, Fairy Original Liquid, Branston Pickle and Heinz Baked Beans.
Ashwin Prasad, chief executive of Tesco UK, said: “Our best-loved brands not only have a place in our shopping baskets, but also in the hearts of the nation. That’s why we’re committed to keeping prices low on thousands of branded products with new every day low prices.”
“So whether you can’t live without Heinz baked beans or not, PG Tips Tea bags or Fairy washing up liquid, customers can be sure they’re getting consistent Tesco value on the branded items they love to put in their trolleys week after week. “
Censuswide surveyed 2,000 UK adults between 10 and 12 December.