Tesco is launching a new look own label wine range designed to help customers navigate its wine aisles.

Tesco’s own label collection of wine has been simplified with the removal of the Tesco Simply and Vineyards brands, following customer research. Instead the retailer has created a single family of more than 100 wines, with the aim of offering affordable and consistent prices.

Wines will range from £3.50 to £8 per bottle, and they will sit alongside the premium Tesco Finest range.

The range change will also give more space to bestselling wines, as well as improving the availability of the most popular lines for shoppers and removing duplication.

Tesco’s Master of Wine, James Davis, said: “We’re really proud of this range. It has been selected with care, passion and skill and offers a range of styles to suit any occasion.”

Gavin Warburton, Tesco’s Category Director for Beers, Wines and Spirits said: “We’ve been listening to customers and they’ve told us they want to get great value for money on quality products, but they sometimes need help to navigate the range.

“With this in mind, we’ve made our award winning range more recognisable, and easier to shop by removing as much duplication as possible, so that shoppers can have the peace of mind that they can get everything they need at Tesco.”

A new visual identity has been created to support the refreshed range, which is designed to be more recognisable in store.  Food pairings are displayed more clearly on the bottle, while new branding and labeling has been designed to help customers make a quick and easy choice in the wine aisle.