cheesy advertising: "It's new and improved"

Isn’t this a self-contradicting statement?;

If something is ‘improved’, then it must be at least based on an idea that isn’t new.

If it’s ‘new’, how can it have been improved?

hmmmmm

New, in a way that improves upon the previous version. IOW, a better means to the ends (or not. I’m just making this up as I go, but it sounds good…)