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Tesco has brought back its iconic blue and white striped Value logo after a 14-year absence, in a renewed push to emphasise affordability and compete more aggressively with discount rivals such as Aldi.
The retro branding, last seen in 2012, will now feature as part of a major marketing campaign linked to Tesco’s Low Everyday Prices initiative. Rather than appearing on own-brand budget lines, the revived stripes will be used to highlight reduced prices on popular branded products, reinforcing the supermarket’s focus on consistent value.
Everyday Brands at Lower Prices
Under the Low Everyday Prices scheme, Tesco has committed to keeping prices low on around 3,000 branded products. Items included in the promotion range from household staples to well-known food brands such as Weetabix, PG Tips, Lurpak, Heinz baked beans, and Fairy Original washing-up liquid.
Among the highlighted prices are Fairy Original 320ml at 90p, a 12-pack of Weetabix for £2, Lurpak Slightly Salted Spreadable 250g for £3.30, and a 150g tin of Heinz baked beans priced at 60p.
Competing in a Tough Grocery Market
Tesco UK Chief Executive Ashwin Prasad said the move reflects the emotional connection customers have with trusted brands, while ensuring they remain affordable.
“Our most-loved brands don’t just have a place in our shopping baskets – they hold a genuine place in the nation’s heart,” he said. “That’s why we’re committed to keeping prices consistently low on thousands of branded products through our Everyday Low Prices.”
The revived Value branding complements Tesco’s existing pricing strategies, including its Aldi Price Match scheme on more than 650 products and over 10,000 Clubcard price reductions.
Strengthening the Price Promise
Tesco says the return of the recognisable blue and white stripes is designed to give shoppers greater confidence that they are getting competitive prices without needing to shop around.
With rising living costs continuing to shape consumer behaviour, the supermarket hopes the nostalgic logo will once again become a trusted symbol of value on the shelves.
