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Tesco opens US stores

08/11/2007

Supermarket giant Tesco is opening its first chain of grocery stores in the US today.

The company is initially opening six stores in California, under the Fresh & Easy Neighbourhood Market brand.

It says its move into the US grocery market follows "extensive" customer research in America and lessons it has learnt from the operation of its Tesco Express convenience-style stores.

As part of a two-year planning programme ahead of today's openings, a team of researchers spent time in the homes of US consumers to find out more about their shopping and cooking habits.

"We literally went into their kitchens and looked in their refrigerators," explained Tim Mason, the chief executive of Fresh & Easy Neighborhood Market.

"Based on our research, we are confident our stores will be a hit in every neighbourhood we open in," he added.

Tesco's US subsidiary claims its local stores will aim to provide "fresh wholesome food at affordable prices".

Meanwhile the chain stresses that the own brand products it will be selling contain no added trans fats, artificial colours or flavours and only use preservatives where necessary.

At around 10,000 square feet Fresh & Easy Neighbourhood Market outlets are also smaller than the typical US supermarket and are therefore likely to make shopping faster and easier for consumers, the company claims.

Tesco plans to have around 50 Fresh & Easy Neighbourhood Market stores up and running by February 2008, with five stores set to open in and around Las Vegas next week.

The company's expansion into the US grocery market will cement Tesco's position as the world's third largest retailer, with the supermarket group currently operating over 3,400 stores across the globe.