The design will see pictures of the products appear on packs for the first time. Created by Astound, it retains the distinctive red and blue stripes on a white background, but softens them and shrinks them to allow room for images. It will be applied across all 1202 lines, from toilet rolls and kitchen foil to long-life milk and ready meals.
The revamp coincides with Value's tenth anniversary and will be on-shelf from the end of next month. Tesco head of design and packaging Jeremy Lindley said the views of consumers surveyed in nationwide polls earlier this year and in Tesco's own customer panels revealed that the range was due an update.
"Many customers said it often proved difficult to differentiate one product from another," said Lindley.
The Value range launched in 1993 with 41 products. The total price of these products has since decreased from £19.31 to £12.90. Orange juice is the bestselling food line and kitchen towel the leading non-food product.
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