Tesco has opened the door to its first Jack’s stores – a new discount concept designed to tempt shoppers away from Aldi and Lidl.
Two Jack’s shops will officially open on Thursday in Chatteris, Cambridgeshire, and Immingham, North East Lincolnshire.
Most of the products on the shelves will be own-brand and eight out of 10 Jack’s food and drink products will be “grown, reared or made” in Britain, according to Tesco.
They will employ a ‘low-cost business model’ to keep prices low, in line with the the German discounters.
Tesco plans to open another 15 branches over the next year, five of which will be converted from existing Tesco stores.
Ahead of the opening Tesco has released the price details of some products.
A tin if own-label baked beans will cost 29p
A 350g broccoli will cost 48p
6 Cox apples will cost 77p
4 pints of semi-skimmed milk will cost £1.09
500g of turkey breast mince will cost £3.35
The launch is an attempt to claw back market share from Aldi and Lidl, who have enjoyed a surge in popularity over the past five years.
In the past five years the two shops doubled their market share and now take 13.1% of the market.
Aldi was the fastest growing supermarket over the most recent period, and the majority of their growth came from the fresh and chilled aisles.
Tesco is still Britain’s grocery market leader with a share of 27.4%
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Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, said earlier this year: “Traditionally focused on own-label lines, Lidl has actually seen fastest growth among its branded products, which are up by 28% and now account for 12% of all sales.
“Not to be outdone, Aldi also increased sales by 16.2% to hold a market share of 6.9% – up 0.7 percentage points. Aldi experienced particular success with its premium ‘Specially Selected’ range, which saw sales climb by £26 million.”
Tesco chief executive Dave Lewis said: “[Tesco founder] Jack Cohen championed value for customers and changed the face of British shopping.
“He’s an inspiration for all of us and that same spirit still drives Tesco now.
“It’s fitting that today, we mark the beginning of Tesco’s celebration of 100 Years of Great Value by launching a new brand, and stores bearing his name: Jack’s.”