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new and improved
/nuː ænd ɪmˈpruːvd/
updated version with enhancements
The company released a new and improved version of their software.
The software update includes new features and better performance.
marketing
A marketing phrase indicating an updated product with better features or quality than a previous version.
The new and improved detergent promises whiter whites and brighter colors.
The detergent claims to have improved cleaning power.
Check out our new and improved customer service app!
The app now offers faster response times and more features.
Commonly used in advertising to suggest superiority over previous versions, though the improvements may be minor.
Collocations
new and improved formulaa revised chemical composition of a productnew and improved modela recently updated version of a product
Related Phrases
Pro Tip
Marketing Language Awareness
Be cautious of phrases like 'new and improved'—they are designed to attract attention but may not always indicate substantial changes. Always check product reviews or specifications for real improvements.
Gold Rule
Interpreting Marketing Phrases
Marketing phrases often prioritize appeal over accuracy. 'New and improved' is a classic example—it suggests progress without guaranteeing meaningful changes.
Word Origin
The phrase combines the adjective 'new' (Old English 'nīwe') and 'improved' (from Latin 'improbus' meaning 'not good' via Old French 'emprover' meaning 'to turn into profit'). The collocation emerged in the early 20th century as a marketing strategy to emphasize product updates.
Usage Notes
Primarily used in advertising and product descriptions. While it suggests genuine improvements, the phrase is often used hyperbolically. Consumers should verify actual changes rather than assuming significant enhancements.
Word Breakdown
new
recently created or introduced
adjectiveand
connects two related ideas
conjunctionimproved
made better or enhanced
adjective (past participle)English Dictionary