Tesco has committed to holding down prices on thousands of household-name products, including Heinz beans, Fairy Liquid, and PG Tips, in a major expansion of its price campaign. The supermarket has also revived its iconic blue-and-white striped Value logo, signalling a renewed focus on affordability.
The new Everyday Low Prices initiative, announced on Monday 5 January, will fix prices on more than 3,000 branded products across its stores and online. This move forms part of a broader strategy to retain customer loyalty amid increasing competition from discount retailers such as Aldi.
Blue-And-White Stripes Return in Value-Led Rebranding
Tesco has brought back its distinctive blue-and-white striped Value logo as part of a high-profile marketing push, aimed at underlining its commitment to keeping branded goods affordable. The logo, originally phased out in 2012, had previously been dropped due to concerns that customers were embarrassed to be seen purchasing budget-labelled items. According to the Guardian, the design’s revival is intended to “symbolise value at Tesco” and place it “front and centre” of the chain’s latest campaign.
The UK’s largest supermarket said the new initiative marks a significant escalation in its price battle with Aldi. This latest phase of the Low Everyday Prices campaign, first launched in 2020, will now cover three times more brands than before, reinforcing Tesco’s strategy to deliver value without sacrificing brand appeal. According to Tesco, products included in the scheme span a wide range of everyday items, from staple food goods to personal care products.
Among the featured items are a 320ml bottle of Fairy Original Washing Up Liquid at 90p, a 12-pack of Weetabix for £2, and Heinz Baked Beans in Tomato Sauce at 60p for a 150g tin. Other products with fixed low prices include Lurpak Slightly Salted Spreadable 250g for £3.30, PG Tips Original black tea (40 teabags) at £1.70, and Marmite 250g at £2.85. According to Tesco, these prices will remain stable and are available in larger stores and online.
Research Shows Deep Brand Loyalty Among UK Shoppers
Tesco’s decision to focus its value strategy on branded items appears to reflect changing consumer behaviour, particularly around brand preference and loyalty. A recent survey commissioned by the retailer and conducted by Censuswide between 10 and 12 December found that 64% of respondents could name at least one brand they would never consider replacing with a cheaper alternative. A further 31% indicated they could think of several such brands, according to Tesco’s internal findings.
When asked to choose their favourite branded products from a list of 50, shoppers ranked Coca-Cola, Cadbury’s Hot Chocolate, Fairy Original Liquid, Branston Pickle, and Heinz Baked Beans as their top five picks. These items all appear within the Everyday Low Prices range. According to Tesco UK CEO Ashwin Prasad, “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 added that the retailer is “committed to keeping prices consistently low” on the products customers most want.
The latest campaign complements Tesco’s existing Aldi Price Match on more than 650 products, as well as over 10,000 Clubcard Prices, and is designed to reassure shoppers during a period of financial pressure. While the price freeze does not cover every store, the majority of items will be available in larger Tesco branches and on its website.
The reintroduction of the Value branding, combined with the extensive new price cap, marks a strategic return to Tesco’s value roots, one that seeks to merge affordability with the power of trusted brands.
