Tesco, Britain's biggest supermarket chain, launched a new range of own-label fresh produce, poultry and meat on Monday, stepping up its fightback against German discounters Aldi and Lidl.
The seven new "farm" brands will consist of 76 new lines that will either match the price of competitors or beat them, Tesco said. Where there is duplication, the new products will replace Tesco's existing entry point "Everyday Value" range.
Sales, profit and asset values at Tesco have been hit by shifts in shopping habits and the rise of the discounters.
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