"Great tasting food at the lowest possible prices with eight out of 10 products grown, reared or made in Britain".
It was reported in July that Tesco was close to launching a chain of discount stores in Britain called Jack's, after Jack Cohen, who founded a business in 1919 that became Tesco.
Shoppers have a new supermarket option to consider as Tesco launches a new cut-price brand named after the firm's founder.
The group intends to both open new supermarkets and to transform a few shops Tesco in Jack's, which will create 250 jobs.
"It's what our customers told us", Lewis explained.
We met John, who has worked at Tesco since 2007, in the carpark.
Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, said: "With its heavy Union Jack branding and promises on provenance Jack's is clearly looking to make its name as a solid British retailer".
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Discount retailers such as Aldi and Lidl are growing increasingly popular in the United Kingdom, and the German chains have a combined 13.1% market share of the UK's grocery market.
However, Mr Lewis admitted that staff at Jack's will not be paid the same as employees at Tesco stores, but will instead be on "more of a base rate pay".
The stores will also stock some familiar major brands, such as Coca Cola, as well as a range of general merchandise on a "When it's Gone, It's Gone" basis. Since muscling in on the United Kingdom grocery market five years ago, the incumbents have been powerless to halt the march of Aldi and Lidl as they have gobbled up market share at a dizzying rate.
Speaking before the launch, Lewis said: "Jack Cohen championed value for customers and changed the face of British shopping". New data reveals that the pair have doubled their market share to a touch over 13pc. Not.
The ambition of Tesco is to launch in the next six months 10 to 15 stores Jack s in the United Kingdom, with an initial investment between 20 and 25 million pounds. Interestingly, the brand will also locate some adjacent to existing Tesco stores - allowing the new brand to potentially cannibalise sales.
"It goes without saying, but Tesco will have to find a way to attract customers from the likes of Aldi, Lidl and Iceland, rather than convert existing Tesco customers into discount shoppers through brand association".