• October 10, 2007

Tesco, which has shrouded its new California-based retail concept with the kind of secrecy normally reserved for Oscar nominations, has finally named a date: The first six Fresh & Easy Neighborhood Markets will open in Los Angeles, Orange, Riverside and San Bernardino counties on Nov. 8.

Tesco, one of the three largest retailers in the world, says it has spent years planning its first U.S. invasion. "This innovative format is the result of extensive customer research in local U.S. markets where Fresh & Easy researchers spent time in the homes of consumers looking at shopping and cooking patterns," the company says.

"At roughly 10,000 square feet, these neighborhood markets will be smaller than the typical supermarket to give customers a faster, easier shopping experience. In addition to offering a range of Fresh & Easy private-label and national brand-name products at low prices, Fresh & Easy will also offer customers a selection of fresh, prepared meals."

--Sarah Mahoney