Tesco brings back the iconic blue-and-white striped Low Cost Groceries

11th January 2026

Tesco is bringing back the iconic blue-and-white striped "Value" branding that it scrapped over a decade ago. The reintroduction is part of a major marketing push to highlight low prices amid the ongoing cost of living crisis and it started on 5 January 2026.

Marketing Focus, Not Product Packaging: The blue and white stripes will not return to individual product packaging (which was previously replaced by the "Everyday Value" and "Everyday Low Prices" lines). Instead, the logo will be "front and centre" of a large-scale advertising campaign to "symbolise value at Tesco".

The campaign focuses on promoting consistently low prices on over 3,000 major branded products, such as Heinz baked beans, Fairy washing up liquid, and PG Tips teabags, rather than Tesco's own-brand value items.

The move is considered a significant step in the supermarket's price competition with discounters like Aldi and Lidl.

The original "Value" range and its packaging were dropped in 2012 after market research indicated that some shoppers felt "embarrassed" to be seen buying the cheapest products in their trolleys.

This revival aims to leverage the retro branding's cultural recognition to reinforce Tesco's commitment to affordability for squeezed shoppers.

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