Tesco has relaunched its Value range - to save shoppers from embarrassment in the aisles.
The UK's biggest supermarket chain admitted that its customers "didn't feel comfortable" putting the old products, with their famous blue-and-white striped packaging, into their trolleys, according to This is Money.
Next time you head down to Tesco, you'll see a shiny new Everyday Value range. Its new white and orange look is intended to entice shoppers with its more upmarket feel.
Tesco has acknowledged that while lots of families enjoyed the money saving aspect of the old range, many were put off by the packaging.
Tesco Fresh Food commercial director Andy Yaxley told This is Money: "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."
He 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 new Everyday Value range is just one of the changes going on at Tesco as the supermarket bids to attract more customers into its stores.
The retailer is revamping its premium ranges and its frozen food departments. A £1 billion refit is being carried out in stores, which will see 25% of space refitted.
This will include kitting bakeries out with wood fittings, and trialling patisserie counters. Clothing will also be moved to the back of the stores, to make way for extra fruit and vegetables.
And the way you pay for your weekly shop is also changing. Tesco's new scanning system will allow you to scan items as you put them in your trolley and pay at the end, rather than passing through a till.