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Reckon customers who currently go to Tesco's will still go to Tesco's, whether it be their local Tesco Express or their local Tesco Superstore. Whether they're re-branded as Jacks or whether they're not. And customers of ALDI or LIDL will just keep on doing exactly what they're currently doing...

It's patently a half-arsed knee-jerk attempt to stem the losses from LIDL and ALDI by a panicked management who need to be seen to be doing SOMETHING. Almost certainly doomed to failure unless they go large and consistently undercut the two afore-mentioned masters of the retail art. It's about...