The Fresh & Easy stores, at about 10,000 sf, will be smallerthan the typical supermarket but "will be easily accessible andwill offer everything from everyday staples to gourmet items,"Tesco says. As the name implies, the format will emphasize freshfoods, including prepared and organic items, including thecompany's private brand labels.

Tesco says that it has conducted extensive research into thedemand for such markets and that the research, in addition tovalidating the demand, also showed that "by offering the right mixof authentic and national brand products that households use,together with low prices, quality meat and produce and a cleanstore environment, Fresh & Easy can meet the needs of Hispanicconsumers."

One reason for the smaller size is "to give customers a faster,easier shopping experience," Tesco says. The Fresh & EasyNeighborhood Market format is a result of extensive customerresearch in local US markets, combined with what the UK-basedcompany has learned from its Express format, which it operates inmore than 1,000 stores in seven countries.