Tesco has fired a major salvo in the UK supermarket price war, announcing the return of its iconic blue-and-white striped Value branding for the first time in over a decade. The UK's largest grocer confirmed the move marks a "significant" escalation in its battle to compete with discount rival Aldi.
The Return of a Retail Icon
The distinctive Value label, which was originally scrapped back in 2012, is being resurrected to "symbolise value at Tesco". It will feature prominently in a major new marketing campaign highlighting low prices on leading branded products. In 2012, reports suggested the label was dropped to relieve any potential customer embarrassment about buying the cheapest items. Its return signals a stark shift in strategy as consumers fiercely hunt for value.
The revival coincides with a substantial new pricing pledge from the retail giant. As part of the latest phase of its Low Everyday Prices initiative, which began in 2020, Tesco has committed to freezing the cost of 3,000 branded items. This initiative is designed to keep prices "consistently low" on household favourites.
What's Included in the Price Freeze?
The retailer has named several big-brand products that will have their prices maintained. Amongst them are staples like Weetabix, Fairy Original washing-up liquid, Heinz baked beans, and PG Tips teabags. Tesco provided specific examples of the pricing shoppers can expect, including:
- Fairy Original (320ml) at 90p.
- A 12-pack of Weetabix for £2.
- Lurpak Slightly Salted Spreadable (250g) for £3.30.
- A 150g pot of Heinz beans for 60p.
This new branded goods price freeze comes on top of Tesco's existing Aldi Price Match promise on over 650 items and more than 10,000 reduced Clubcard prices. The supermarket states this combined effort "underlined Tesco's commitment to delivering great value for shoppers".
Shoppers' Loyalty to Brands
A survey commissioned by Tesco to coincide with the launch, conducted by Censuswide between December 10 and 12, 2025, polled 2,000 UK adults. It revealed the strong hold that major brands have on the public. The research found that nearly two-thirds of shoppers (64%) could name at least one brand they would never consider swapping, with 31% saying they could think of several.
When asked to pick their favourite branded items from a list of 50 products, the nation's top five emerged as:
- Coca-Cola
- Cadbury's Hot Chocolate
- Fairy Original liquid
- Branston Pickle
- Heinz baked beans
Ashwin Prasad, Tesco UK chief executive, commented on the strategy: "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 added, "So, whether you can't live without Heinz baked beans, PG Tips teabags or Fairy washing up liquid, customers can be sure that they are getting consistent great Tesco value on the branded items they love to put in their trolleys week after week."
The dramatic return of the Value stripes, last seen in 2012, represents one of Tesco's most visible moves yet to convince cost-conscious consumers that it can match the appeal of the discounters, while still offering the trusted brands they refuse to give up.
