Tesco's US operation Fresh & Easy has launched a range of products priced at 98c in response to customers’ tightening budgets.

The 98c packs aim to give shoppers fresh produce on a budget. Products will rotate depending on season and availability, and include oranges, carrots and peppers at present.

Fresh & Easy chief marketing officer Simon Uwins said: “It’s clear customers are trying to stretch budgets but they also tell us they don’t want to compromise on quality or freshness.”

Fresh & Easy has also started communicating with its customers via blogging site Twitter. It uses the site to update customers on offers and inform them of new store openings. The Fresh & Easy Twitter feed has 1,176 followers.