Revealed: Tesco’s new Jack’s store


After months of speculation, following Tesco’s announcement in February it would be launching a separate discount store, the grocer has finally allowed The Retail Gazette to lay eyes on its new entity.

A launch event was held in the small Cambridgeshire town of Chatteris this morning, where a team of Tesco seniors including chief executive Dave Lewis presented Jack’s to a group of journalists.

Joe Giddens/PA Wire
Joe Giddens/PA Wire
Joe Giddens/PA Wire

Named after Tesco’s founder Jack Cohen, Jack’s is a discount store aimed at breaking into the disruptive market currently dominated by the German discounters Aldi and Lidl.

Tesco will open two Jack’s stores tomorrow, one in Chatteris, another in Immingham.

The new Jack’s fascia is also Tesco’s new value brand, 1800 of the 2600 products will be part of the Jack’s brand.

The other 700 items will be branded, where their were no supply capabilities available or having a known brand was especially important.

8 out of 10 items will be “Grown, Reared or Made” in the UK.

It will include a “When it’s Gone it’s Gone” (WIGIG) isle, selling no food items that change every 4 weeks much like Aldi and Lidl.

A “Shopsmart” app will be available to scan the barcodes of items, and is already available to download.

Jack’s branding places a particular emphasis on Tesco’s rich heritage, and has launched as part of the grocer’s 100-year celebrations.

It’s focus on legacy, so far a key part of its marketing, is also an effort to differentiate between its rivals Aldi and Lidl, both relatively new in this country.

Another key focus, aside from being the “best deal in town” is its use of British suppliers. All items will be present information clearly on their packaging explaining where they have been sourced.

Jack’s will source from suppliers which already have a relationship with Tesco, and the range has been “highly curated” in order to keep prices as low as possible. Tesco has just under four times as many items available.

Joe Giddens/PA Wire
Tesco chief executive Dave Lewis
Joe Giddens/PA Wire
Joe Giddens/PA Wire



  1. Who bears the cost of the cheaper prices? Tesco or the farmer / producer? The co-ops have been supporting local produce for years and at a fair the producer.

  2. Typical of a supermarket, with so much emphasis on reducing the use of plastic they could have made a statement by using paper carrier bags, but no, they there are in plain sight, another plastic bag with a cheap logo, and no doubt they have ordered millions of them, they seem to have eyes on the potential turnover rather than being a leading responsible, forward thinking retailer, in my opinion they are already too late to market.

  3. They may be making a mistake here. Aldi and Lidl brand their own brand as individual brands. Sometimes they mimic the brands, but none have their logo at the top of the pack and in general look like well designed, confident brands in their own right. They don’t look cheap. They look good value.

    Jack’s packaging and stores look cheap. They don’t look great value. Aldi are upping their store design, some look almost like Whole Foods. Jack’s seems to be going the other way. I think these two initial stores are a learning exercise, and it will evolve quite quickly. They don’t seem to be doing anything differently from a sustainable point of view. It’s just cheap, rows of white bread for 45p. Aldi and Lidl offer bargains, a feeling of ‘I can’t believe it’s £x’ .

  4. From the pics it certainly looks a bit lackluster. I agree with some of the posters above about the importance of having good prices but with a little less Soviet bloc.

  5. Absolute proof that Tesco have been ripping off suppliers and customers for many years. Now trying to compete with Aldi and Lidl who have always provided value. NO Chance!

  6. It looks as if nobody at Tesco HQ understands the Aldi/Lidl company or customer . How could a company such as Tesco get the branding of the food so wrong? When you go into an Aldi or Lidl we know the brand names are fake, in the early days Aldi and Lidl food quality was quite bad, but as they improved, they changed the brand name. This Jacks branding on all the food looks cheap… and as we know it is still really Tesco it will still lead to falling sales at Tesco as people will wonder why it is cheaper at other stores… that they cant get to… and that means more customers will go to Aldi or Lidl… I think Tesco are breaking into an area they wont win.

    They took over Booker so they should stick to the supply business.

  7. It looks better then an Aldi or Lidl, least the stores look spacious and clean and actually well presented, Aldi and Lidl looks like a jungle market, stuff just thrown everywhere and I know this because I used to work at Lidl and know exactly how they work, I can’t see tesco being like that because they actually know how to run a big big company

    • Yes… store looks clean and spacious because it’s not yet been opened to a public
      Give it a minute/ or 10 after it’s opened on Thursday and by the same time next week it will look exactly as every other Lidl or Aldi.
      And I am sorry to say that but Tesco is going for where Aldi and Lidl where 10 yrs ago


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