Supermarket giant unveils new discount brand at Chatteris site

One of Britain's biggest supermarket chains has formally launched its new discount retailing arm in Fenland this morning.

Chatteris is one of two towns where Tesco will open new Jack's stores tomorrow, with more to come over the coming months.

The name honours Jack Cohen, who founded the business which ultimately became Tesco almost a century ago.

Tesco says most items stocked will be British-sourced, including a special branded range carrying the Jack's name.

Tesco chief executive Dave Lewis 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 eight out of 10 products grown, reared or made in Britain."

The launch of Jack's has been widely seen as Tesco's attempt to fight back against the growth of discount retailers Aldi and Lidl.

The Chatteris store, off Honeysome Road, is due to open tomorrow, along with another site at Immingham, North East Lincolnshire.

Between 10 and 15 other stores are expected to open over the coming months across the country over the coming months.