• Los Angeles Times, Wednesday, June 6, 2007 11:15 AM

Tesco is spending as much as $2 billion to launch a new chain of midsize grocery stores--Fresh & Easy Neighborhood Markets--starting in Southern California, Las Vegas and Phoenix markets this fall. The 100 stores the company has in the works might alter the supermarket landscape, possibly driving down prices and competing for workers--all at neighborhood locations away from huge shopping centers.

Offerings at Fresh & Easy will be "less processed" than most packaged food, says Simon Uwins, Tesco's chief marketing officer. "We won't use artificial colors, artificial flavors and added trans fats." And the company won't sell cigarettes.

The heart of each store will be an area that Fresh & Easy is calling the "Kitchen Table." It will function like a food information desk. Customers will be encouraged to stop and chat with employees trained to answer questions.

Read the whole story at Los Angeles Times »