Tesco Challenges Aldi & Lidl with Jack’s

Tesco today launched a new brand, and stores – Jack’s. Part of the Tesco Family, Jack’s offers great tasting food that is grown, reared or made in Britain at the lowest possible prices to bring customers outstanding value.

In 1919, Tesco’s founder Jack Cohen started selling armed forces surplus stock from his market stall in Well Street, Hackney. With nothing more than £30 and an intuition for what customers needed, Jack built a business famed for making food available to everyone at a time when many families simply couldn’t afford the food sold in shops.

The launch of Jack’s is part of Tesco’s centenary celebrations which will see the business mark 100 years of delivering great value to British shoppers.

Jack’s will proudly support Britain’s food-producing communities. 8 out of 10 food and drink products at Jack’s will be grown, reared or made in Britain and stores will stock a unique private brand, also named Jack’s as a mark of quality and value.

A typical large Tesco market sells more than 25,000 sku’s but Jack’s will stock only 2,600 – about the same as German discount retailers Aldi and Lidl. Nearly 70% of the products, from milk to eggs, bread and fresh meat are private brand and carry the banner name.

In addition to the Jack’s brand, Jack’s will stock some familiar grocery brands and a range of general merchandise on a “When it’s Gone, It’s Gone” basis.

Jack’s will operate a low-cost business model that is designed to keep costs low and prices down. 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.

Dave Lewis, Tesco Group Chief Executive, said:

“Jack 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.

“It’s fitting that today, we mark the beginning of Tesco’s celebration of 100 Years of Great Value by launching a new brand, and stores bearing his name: Jack’s. Great tasting food at the lowest possible prices with 8 out of 10 products grown, reared or made in Britain.”

Over the next six months Tesco will launch 10-15 Jack’s stores in the UK. The first two stores will open on 20th September in Chatteris, Cambridgeshire and Immingham, Lincolnshire, on sites which make use of excess Tesco space. The stores to follow will include a mix of entirely new sites, sites adjacent to existing Tesco stores, and a small number of converted Tesco stores.

Previous articleAmazon Jumps into Private Brand Motor Oil
Next articleWednesday at Velocity
Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.