Tesco has announced the return of its iconic blue-and-white striped Value logo as part of a renewed effort to compete aggressively with discount retailer Aldi. The UK’s largest supermarket chain revealed that the relaunch of this “famous” label, which was discontinued in 2012, aims to convey a strong message of value to consumers. This initiative is central to a major marketing campaign that will emphasize low prices on popular branded products.
The blue-and-white striped Value logo was previously discarded in favor of a softer branding approach, as reported by the Guardian in 2012. At that time, Tesco sought to alleviate the stigma associated with purchasing cheaper items. Now, with a modern interpretation of the “retro stripes,” the company hopes to re-establish its commitment to affordability.
New Pricing Strategy and Product Commitment
In conjunction with the logo’s return, Tesco is implementing a price cap on approximately 3,000 branded products as part of its ongoing Low Everyday Prices campaign, which began in 2020. Among the items included in this initiative are popular brands such as Weetabix, Fairy Original washing-up liquid, Heinz baked beans, and PG Tips teabags. Specific prices have been set, with Fairy Original available at £0.90 for 320ml, a 12-pack of Weetabix priced at £2, Lurpak Slightly Salted Spreadable (250g) at £3.30, and £0.60 for a 150g pot of Heinz beans.
This effort builds on Tesco’s existing Aldi Price Match program, which covers more than 650 items, along with over 10,000 Clubcard prices that highlight the supermarket’s commitment to consumer value. These prices will be available in larger Tesco stores and online, further enhancing accessibility for shoppers.
A recent survey conducted by Censuswide for Tesco from December 10 to 12, 2023, revealed interesting consumer insights. It found that nearly two-thirds of respondents (64%) could name at least one brand they would never consider replacing, while 31% could identify multiple brands. When asked to select their favorite branded products from a list of 50, the top five included Coca-Cola, Cadbury’s Hot Chocolate, Fairy Original liquid, Branston Pickle, and Heinz baked beans.
Commitment to Consumer Favorites
Ashwin Prasad, Tesco UK Chief Executive, emphasized the importance of these beloved brands in the shopping experience. He stated, “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.”
Prasad reassured customers that whether they rely on Heinz baked beans, PG Tips teabags, or Fairy washing-up liquid, they can expect consistent, great value at Tesco. The return of the retro logo, coupled with this pricing strategy, appears to be a significant move in the ongoing competition with discount retailers like Aldi.
For consumers looking to locate their nearest Tesco store, the supermarket offers an online store finder, enhancing convenience in accessing their favorite products. With this strategic shift, Tesco aims to regain its footing in a fiercely competitive market, reinforcing its dedication to delivering value to shoppers across the UK.
