Tesco has announced the return of its iconic blue-and-white striped Value logo, a move aimed at reinforcing its competitive stance in the ongoing price war with Aldi. The UK’s largest supermarket chain revealed that this “retro” branding will be featured prominently in a new marketing campaign designed to emphasize the low prices on popular branded products.
The blue-and-white striped Value label, which Tesco phased out in 2012, is being reintroduced with a contemporary twist, signifying a shift back to value-focused messaging. According to Tesco, this rebranding will symbolize the company’s commitment to affordability in an increasingly competitive market.
Commitment to Low Prices
In conjunction with the logo relaunch, Tesco has committed to maintaining the prices of over 3,000 branded products as part of its ongoing Low Everyday Prices initiative. This campaign, which has been active since 2020, aims to offer consistent pricing on essential items. Products like Weetabix, Fairy Original washing-up liquid, Heinz baked beans, and PG Tips teabags will be included in this pricing strategy.
Specific prices announced by Tesco include Fairy Original at £0.90 for a 320ml bottle, £2 for a 12-pack of Weetabix, £3.30 for Lurpak Slightly Salted Spreadable (250g), and £0.60 for a 150g pot of Heinz beans. These prices will be available both in larger Tesco stores and online, further enhancing customer accessibility.
Tesco’s initiative also complements its existing Aldi Price Match program, which covers over 650 product lines and includes more than 10,000 lower prices for Clubcard members. This comprehensive approach underscores Tesco’s strategy to deliver exceptional value to its shoppers.
Market Insights and Consumer Preferences
A survey conducted for Tesco revealed significant insights into consumer brand loyalty. Almost two-thirds of shoppers (64%) could identify at least one brand they would never consider replacing, while 31% cited multiple brands. Respondents named their top five favorite items from a list of 50 products, with Coca-Cola, Cadbury’s Hot Chocolate, Fairy Original liquid, Branston Pickle, and Heinz baked beans taking the lead.
Ashwin Prasad, Chief Executive of Tesco UK, commented on the importance of branded products to consumers: “Our most-loved brands don’t just have a place in our shopping baskets – they hold a genuine place in the nation’s heart. That’s why we’re committed to keeping prices consistently low on thousands of branded products through our new Everyday Low Prices.” He emphasized that customers can rely on Tesco for great value on the branded items they regularly purchase.
Shoppers can locate their nearest Tesco store using the supermarket’s online store finder, further facilitating their access to these newly priced products. This strategic move not only aims to attract price-conscious consumers but also reinforces Tesco’s position as a leading retailer in a challenging economic landscape.
