Tesco has this week launched a new low-cost food line into its stores, despite skepticism from one of its rivals rivals.
Aldi’s buying director last week said the move will end in failure.
Yet Market Value is now available in the retailer’s shops and includes a number of items such as tomatoes, lemons and kiwis.
The drive by the company is being used as an attempt to try and boost its standing against discounters such as Aldi and Lidl, which have fared well during the credit crunch.
According to Aldi’s director of buying Tony Baines, Tesco will be unable to match his firm on quality, even if the prices are similar.
He claimed in the Times that Tesco appears to be “struggling to hold on to [it's] customers”.
