Tesco Undercuts Lidl and Aldi
- Grocer opens first shop under new Jack’s format near Cambridge
- Supermarket emphasizes Britishness of products to gain clients
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Tesco Plc is fighting back against German discounters Lidl and Aldi with a new line of stores that are wooing budget-conscious shoppers with a patriotic pitch.
Tesco unveiled its first Jack’s store -- named after the U.K. supermarket chain’s founder, Jack Cohen -- in a small town 80 miles north of London. Private-label products, featuring a red Jack’s logo and sometimes adorned with British flags, make up more than half the total range.