Tesco has been forced to ditch its Value range after finding that customers were too embarrassed to pick it up.
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The supermarket giant found that consumers felt uncomfortable with having the blue-and-white-striped budget own-brand products in their trollies, preferring to take more expensive products instead.
Andy Yaxley, commercial director for Tesco Fresh Food, told the Daily Mail: "Embarrassed is probably the wrong word.
"But customers told us that they questioned the quality of the Value brand because of the packaging and some didn't feel comfortable putting it in their trolleys."
Bargain hunters need not worry that the cheaper products will disappear, however. Tesco has instead launched its Everyday Value range, featuring a smarter white and orange design aimed at tempting more customers.
Mr Yaxley added: "Tesco was the first supermarket to launch a value range... but customer needs have changed. We have listened closely to what our customers want and Everyday Value will provide products that taste better, look better and are healthier."
The revamped value range is part of a host of changes being made as part of a £1 billion investment for the retailer.
Relaunched frozen food departments, refurbished bakeries and a new scanning system allowing shoppers to scan as they shop will be seen as 25 per cent of the supermarket's stores are refitted.
And for those who just can't face the Everyday Value products, customers will soon be able to get their hands on some seriously posh bottled water, Voss, from Norway... for £4.89 a bottle.
What do you think? Are you embarrassed about picking up value range products, or is quality that concerns you? Leave your comments below...