Tesco has revealed that it is to ditch its 'basic' range in light of falling sales, thisismoney.co.uk reports.
It has admitted that many of its customers were embarrassed to buy the blue-and-white products, so it is re-branding the range as 'Everyday Value' complete with a new brightly-coloured label.
Andy Yaxley, commercial director for Tesco Fresh Food, told dailymail.co.uk that customers were questioning the quality of the brand because they didn't feel comfortable putting the products in their trolleys.
He added: "Tesco was the first supermarket to launch a value range... but customers' 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 changes, which have been put in place over the last six months, are part of a £1 billion investment that will see 25 per cent of the store space refitted this year.
Devices will now be put into place so that customers can scan items as they make their way around the store and pay at the end, rather than having to go through till. Tesco's frozen food department will also be re-launched for the first time in five years, as well as refurbishing its bakeries with more upmarket fittings.
Chief executive for the store, Phil Clarke, said some of the new additions will be trialled before implementation to check that they are a success.