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Tesco Launches New Discount Brand Jack’s

Ryan Willis

Last month saw the low-key opening of Tesco’s new discount brand Jack’s in Chatteris, Cambridgeshire. The launch marked the start of Tesco’s centenary, ‘Celebrating 100 Years of Great Value’, and sees the company move into a space that's also occupied by the likes of Aldi and Lidl.

According to Tesco, the Jack’s business model takes a "no fuss approach" which is designed to keep costs low and prices down. All Jack's store will have simple layouts, with "no fancy fixtures or fittings", and a simplified range of products.

Jack's customers will be given three checkout options — self-service, classic cashier payment, and a new 'pay as you go' app. The Shop Smart app allows shoppers to scan items using their smartphones as they pick them up, and then check out by scanning a barcode at the till. This 'scan and go' approach is similar to the new line of Amazon Go stores currently being rolled out across the world.

The new brand takes its name from Tesco founder Jack Cohen, who started out selling surplus army stock from his market stall in East London in 1919.  Cohen made a profit of £1 from sales of £4 on his first day.

Eight out of ten food and drink products available at Jack’s will be grown, made or reared in Britain. Whilst many of the products on offer will be labelled with the Jack’s brand, the stores will also stock produce from a number of familiar brands, as well as a range of general merchandise on a ‘When It’s Gone, It’s Gone’ basis.

Dave Lewis, chief executive of Tesco, said: “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. Great tasting food at the lowest  possible prices with 8 out of 10 products grown, reared or made in Britain.”

Tesco plans to open 10-15 new Jack’s stores across the UK in the next six months. The first stores have opened in Immingham, Lincolnshire and Chatteris, Cambridgeshire, with further stores opening in Castle Bromwich and  Rubery in the West Midlands, St. Helens and Edge Hill in Merseyside, and Middlewich in Cheshire.

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