Tesco opens Fresh & Easy with video preview

The one minute video, which briefly shows the store's exterior and interior shelving, and focuses mainly on the new fresh private label ranges, is the first glimpse many have had into Tesco's brand new American format.

The grocery giant opened the first store late last week in the small city of Hemet in California. Five more are planned to open this week with an overall target of 250 stores by the end of next year.

According to a report in the Financial Times, the store sees fresh vegetables and fruits packaged and displayed without the energy-consuming chiller cabinets used in a traditional supermarket.

The “high service” side is focused on the innovative in-store “kitchen table” with a staff member offering food samples and menu suggestions – and in the creative packaging and presentation of the own-label products.#

With last week's provisional findings from the Competition Commission pointing towards growing concern about Tesco's dominance in the UK, the US market presents Tesco with another new avenue to explore.

Chief executive Sir Terry Leahy has said the business across the Pacific could eventually equal its £16.7bn UK sales.