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The price benefits were obvious. But some felt more than a little embarrassed to put Tesco’s blue-and-white-striped Value range in their baskets.

So much so, that the supermarket was forced to ditch the range completely.

The chain has admitted it relaunched the budget own-brand because shoppers ‘didn’t feel comfortable’ about picking it up.

It has been replaced with a newly designed Everyday Value range, which features brightly coloured, more upmarket-looking packaging.

Andy Yaxley, commercial director of Tesco Fresh Food, said: ‘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.

‘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.Leather purchase chanel handbags Or Iconic Fashion Accessory?’

Facesaver: The old and new labels. Tesco admitted that 'customers didn't feel comfortable' about putting value products in their shopping baskets

The new design features a smarter white and orange livery and forms part of sweeping changes that include a revamped premium range.

The retail giant said it is introducing posh bottled water which it has shipped in from Norway – the Voss brand will sell at a hefty 4.89 a bottle.

The changes, which have been trialled over the past six months, are part of a 1 billion investment which will see 25pc of the grocer’s store space refitted this year.

It is also re-launching its frozen food department for the first time in 5 years, kitting its bakeries out with wood fittings and trialling patisseries.Hot Deals of The Day Lenovo Multimedia Remote buy monster beats LG Viper 4G LTE Smartphone and more. Clothing will be relegated to the back of the store to make way for fruit and vegetables at the entrance.

Customers will also be able to use a new scanning system so they will not need to pass items through tills. They will be able to scan their products as they put them into bags in their trolleys and then pay at the end.Replica designer handbags buy, a big push to the fashion industry?Luxury is long-term, says Louis vuitton bags store Carcelle.

It also found that shoppers felt its meat aisle was too clinical, so chief executive Phil Clarke had the shelves tilted at an angle to improve visibility and made the aisle ‘warmer’.

He said: ‘We are starting to seen green roots of progress. Some of the changes are already being rolled out in all Tesco stores and some are on trial.’