Tesco opened six of its much anticipated Fresh & Easy stores in Southern California today, with plans to open in Phoenix, Arizona and Las Vegas before the end of the year.

The stores carry a selection of Fresh & Easy own-brand products, as well as national brands.

Meat and other fresh produce will be delivered daily in reusable containers and the stores have several environmentally friendly features, including LED lighting in freezers, cooler doors and outdoor signs. These measures are expected to reduce energy output by approximately 30 per cent.

“By keeping things simple, we’re able to offer honest, everyday low prices on all our products,” said Fresh & Easy chief executive Tim Mason. “We don’t need to offer product coupons or loyalty cards.”

At about 10,000 sq ft (930 sq m), Fresh & Easy stores will be smaller than a typical supermarket and are designed for an easier, faster shopping experience.

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