Tesco’s new Jack’s stores will compete with Aldi and Lidl

Tesco, the U.K.’s largest supermarket chain based in Welwyn Garden City, England, launched a new grocery value chain, Jack’s. In a press release, Tesco said, “Jack’s will bring customers great-tasting food at the lowest possible prices.”

According to MarketWatch, published by Dow Jones & Co., Jack’s will compete with German deep-discount chains Aldi and Lidl in the U.K.

Jack’s opened two stores in the U.K. in September and plans to open 10 to 15 stores in the next six months. Jack’s is named after Jack Cohen, who founded Tesco in 1919. Cohen is regarded as the “original value champion,” according to Tesco. The launch of Jack’s is part of Tesco’s centenary celebration.

Eight out of 10 food and drink products will be “grown, reared or made in Britain,” according to Tesco. Jack’s will also carry its own private brand, also called Jack’s.

Jack’s will operate a low-cost business model designed to keep costs low so it can keep prices down, according to a press release. “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,” the press release stated.

Dave Lewis, Tesco’s group chief executive, said 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,” Lewis said in a statement.