In a bold move to win over cost-conscious shoppers, Tesco has confirmed it is bringing back its iconic blue-and-white striped Value logo, a design that defined budget shopping in the 1990s. The retro branding will return in 2026, but not as a revived product range. Instead, it will front a major new phase of the supermarket's price war against discounters Aldi and Lidl.
Nostalgia Meets Modern Price Strategy
The original Tesco Value range, first launched in 1993 during a recession, was discontinued in 2012 after shoppers turned away from its stark packaging. While the crisps and other products are not making a comeback, the famous stripes will be used extensively in marketing for Tesco's 'Low Everyday Prices' campaign. According to Tesco, the imagery will be used to "symbolise value" and highlight reductions on branded goods.
This strategic revival taps into powerful nostalgia. What was once a source of lunchbox embarrassment has become a cult symbol, featured on clothing and memes. Tesco UK chief executive Ashwin Prasad 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."
Major Price Cuts on Branded Favourites
The core of the announcement is a significant and permanent price drop on approximately 3,000 branded products. These new 'Everyday Low Prices' are separate from Clubcard offers and the existing Aldi Price Match scheme. Key reductions include:
- Heinz Baked Beans (150g): 60p
- Fairy Original Washing-Up Liquid (320ml): 90p
- Weetabix (12-pack): £2
- Lurpak Slightly Salted Spreadable (250g): £3.30
- PG Tips Original (40 tea bags): £1.70
This initiative is a direct challenge to the discount supermarkets, aiming to convince customers they can get consistent value on leading brands without needing to switch stores.
From Embarrassment to Icon: The Value Legacy
The journey of the Value brand reflects changing consumer attitudes. After its 2012 axing, it was rebranded as 'Everyday Value' before being phased out from 2018 onwards in favour of lines like Stockwell & Co. However, the stark blue-and-white stripes have enjoyed an unexpected second life as a nostalgic icon.
On social media, users fondly recall "insane" past prices, like shower gel for 10p or curry sauce for 4p. Tesco itself has capitalised on this trend, selling Value-branded sweatshirts and 'Oodies'. The decision to reinstate the stripes in 2026 is a clear attempt to leverage this positive cultural memory to signal a renewed commitment to affordability during the ongoing cost-of-living crisis.
The return of the stripes marks a full-circle moment for Tesco, using a symbol of past recessions to navigate today's economic challenges and fiercely competitive grocery market.
