Tesco to Unveil Fresh & Easy Neighborhood Market in Phoenix

Tesco PLC, London, plans to debut its new U.S. grocery stores, called "Fresh & Easy Neighborhood Market," in the greater Phoenix area, according to Reuters.com. Tesco said it has secured 20 sites in and around Phoenix, and additional locations were being researched. Las Vegas, Los Angeles and San Diego also are areas of focus, with stores due to open there later this year. "Our company has enjoyed strong success in countries throughout Europe and Asia, and we are excited to bring that success to America," said Tim Mason, CEO of Fresh & Easy Neighborhood Market. Tesco's announcement is the first major unveiling of the plans for its U.S. stores, which until now had been a closely guarded secret due to the intense competition in the U.S. retail market. Tesco, the world's fifth-largest retailer, said it had chosen the Phoenix area because of its high population growth and the strong potential of its expanding market. The stores will be around 10,000 sq. ft., smaller than the usual supermarket in order to give customers a faster, easier shopping experience, Tesco said. The company also unveiled the new logo for its U.S. venture with the words "fresh & easy" in white set against an apple-green background.