Tesco’s US operation Fresh & Easy has revamped its website in line with its refreshed stores and marketing drive.

The site has been overhauled to push the message that the grocer is keeping things simple to save customers money. It follows the launch of the chain’s first big ad campaign at the beginning of the month, which carries the same message.

The site displays messages mocking its US rivals such as Walmart and Whole Foods. Slogans include “Wholesome food, not whole paycheck” and “Big box discounts without the big box”. A Tesco spokesman said the site changes “are another example of Fresh & Easy following the customer”.

The site enables more interactivity with customers through a “Your thoughts” section and a “Customer favourites” button to highlight popular products.

It has also launched $25 and $50 gift cards in time for the festive season and made the site available in Spanish because many of its customers are Spanish speaking.

Fresh & Easy chief marketing officer Simon Uwins said it is possible to be “both better and cheaper through keeping things simple” and that the revamped site, ad campaign and refreshed stores all show this.

Tesco’s 126-store Fresh & Easy chain made a loss of £85m in the half year to August 30. Sales soared 115.4% to £168m, and the retailer said it is opening one new store a week.

Tesco chief executive Sir Terry Leahy said at the beginning of this month that “the only problem with Fresh & Easy is the economy in the western US”.

The stores have been refreshed to create a “warmer” feel with more light, better ranging and signage.