Jobs to be created at Tesco's new Jack's discount store in Chatteris

Jack's aisle

The supermarket giant plans to open between 10 and 15 branches over the next year, investing at least £20 million in the project and creating up to 250 new jobs.

Most products will be Jack's own brand and the chain will have 2,600 product lines, compared to tens of thousands in most Tesco stores.

In general, however, Tesco's says Jack's will offer stable prices that Lewis declared would be "cheapest in town" - though he also said that were a customer to buy a basket of Tesco-exclusive products in a regular Tesco store, they would pay about the same price.

Of these, 1,800 will be own-brand products under the Jack's label, sourced from the Tesco supply chain.

Britain's biggest retailer will open its first two Jack's stores on Thursday in Chatteris, Cambridgeshire, and Immingham, North East Lincolnshire. Some items did seem cheaper in Jack's: olives were 10p cheaper and Cherry Bakewell box 30p cheaper than in Tesco.

Most of the new Jack's outlets will be converted from Metro stores in locations such as St Helens, on Merseyside, and Rubery in Worcestershire.

He said: "Jack's will need to work hard to dent the success of Aldi and Lidl, and will also need to prove its value against the wider Tesco offering including its existing chain of One Stop convenience stores".

Jack's fresh five
Tesco to launch new discount store chain in East of England

"Because of that range and the simplicity, how we run the store is cheaper to run", he said.

Jack's - a salute to Tesco's founder Jack Cohen - aims to be a no-frills discount brand to challenge the meteoric rise in market share enjoyed by Aldi and Lidl since the financial crisis.

Shoppers used to the ever-changing middle-aisles of Aldi and Lidi will feel at home in the new supermarket, with it's WIGIG ("when it's gone, it's gone") aisle of offers.

Opening the Chatteris supermarket, Tesco chief executive Dave Lewis said the focus of Jack's would be on great tasting food that is grown, reared or made in Britain at the lowest possible prices to bring customers outstanding value.

"He's an inspiration for all of us and that same spirit still drives Tesco now".

The launch of Jack's is part of Tesco's centenary celebrations which will see the business mark 100 years in 2019.

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