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Tesco to drive Fresh and Easy growth in USA

Published:  23 July, 2008

The supermarket giant has pledged to have 50 stores open by the end of February 2008.

Tesco already has 100 stores in the pipeline and plans to invest 250m a year to establish them quickly.

These include 30 in Phoenix and 14 in Las Vegas.

Tesco's US chief Tim Mason said the stores will concentrate on selling fresh food and Tesco plans to improve the quality of fresh fruit and vegetables by introducing date coding.

Its own-label products will not contain any trans-fats and addictives will be kept to a minimum.

Prices at the stores will be higher than Wal-Mart's rock bottom strategy but will still offer good value, Mason said.