Jack’s: Everything we know so far about Tesco’s new discount store

The chain has promised to be the 'cheapest in town' and will sell primarily British products

Tesco has opened the first of its new discount stores, Jack’s, as it goes head-to-head with German success stories Aldi and Lidl in a battle for market share in highly competitive sector.

The brand was unveiled at a launch event on Wednesday, and opened to the public on Thursday.

This is what we know about the new chain so far:

Why is it called Jack’s?

The brand is named after Tesco founder Jack Cohen, who launched the brand from a market stall in Hackney which he started in 1919 with his demob money following the First World War.

How is Jack’s different to Tesco?

The new chain offers lower prices and a much smaller product range, with around 2,600 product lines as opposed to Tesco’s tens of thousands - and most of those will be Jack's own brand.

The reduced selection is one of the reasons the company can offer reduced prices.

Jack’s is also focusing on selling primarily British products, with eight out of 10 items on offer either made, grown or reared in Britain.

How can Jack’s offer lower prices than Tesco?

Aside from a much smaller product range, the stores will also be much more minimalist than a traditional Tesco, with “no fancy fixtures or fittings, and no added extras” - even the packaging will be pared back.

How much cheaper will it really be?

Most everyday items will be cheaper to varying degrees.

For example, a 400G pack of diced beef at Tesco costs £3.70, while the same product would set you back £2.70 at Jack’s; six Jack’s Lincolnshire sausages come in at £1.99, while a similar item at Tesco costs £2.50; and a garlic baguette is 1p cheaper at Jack’s, priced at 89p versus a 90p version at Tesco.

Where are the new stores?

The first two branches have opened at Chatteris, in Cambridgeshire, and Immingham, in Lincolnshire.

Are there plans for more?

Tesco said it is aiming to open 10-15 Jack’s stores next year.

Five of the new shops will be created by repurposing properties already owned by Tesco, including some Tesco Metro stores.

Will the new brand create new jobs?

The group said it will hire between 20 and 25 staff for each new branch, which could equal a total of 375 new recruits.

However, Tesco also said that pay will be lower for Jack’s employees than Tesco workers, because of the different working conditions.

Will Jamie Oliver be the face of Jack’s too?

No - the TV chef’s deal with Tesco does not extend to its new brand.