Tesco has today launched a new discount supermarket brand, Jack’s, to rival retailers like Lidl and Aldi.

Named after Tesco’s founder Jack Cohen, the stores will operate on a low-cost business model with a simplified range of products, no fancy fixtures or fittings, and ‘when it’s gone, it’s gone’ offers.

Shoppers will also be able to scan and pay for their shopping using a mobile app, as an alternative to its traditional checkouts and self-service tills.

Over the next six months Tesco will launch 10-15 Jack’s stores in the UK. The first two stores will open on 20 September in Chatteris, Cambridgeshire and Immingham, Lincolnshire, on sites which make use of excess Tesco space.

The stores to follow will include a mix of entirely new sites, sites adjacent to existing Tesco stores, and a small number of converted Tesco stores.

Dave Lewis, Tesco Group chief executive, said: “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,” he added.

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