Tesco has opened the first of its new budget Jack's stores in Chatteris as the supermarket giant kicks off its centenary celebrations.
Jack's in Chatteris, which opens to the public tomorrow (Thursday) will be the first of up to 15 budget stores that Tesco plans to open in the UK this year.
The launch marks the start of Tesco's centenary campaign called Celebrating 100 Years of Great Value.
And it comes as Tesco, market leader in the grocery sector, looks to combat the growing challenge from German discounters Aldi and Lidl.
The supermarket has promised that Jack's will sell "great-tasting food at the lowest possible prices" with eight out of 10 food and drink products grown, reared or made in Britain.
The Jack's stores will stock a unique own brand range, also named Jack’s as a mark of quality and value.
In addition, Jack’s will stock some familiar grocery brands and a range of general merchandise on a “When it’s Gone, It’s Gone” basis.
Officially opening the store in Chatteris, Dave Lewis, the 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.”
He said that Jack’s will operate a low-cost business model that is designed to keep costs low and prices down.
"It’s a no fuss approach with a simplified range of products, no fancy fixtures or fittings, and no added extras, just good quality at low prices."
Over the next six months Tesco will launch 10 to 15 Jack’s stores in the UK.
The first two stores in Chatteris and Immingham, Lincolnshire, will be on sites which make use of excess Tesco-owned 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.