Tesco on a mission to be UK's biggest discounter

Tesco has expanded its new Discount Brands at Tesco range by almost a third as part of its mission to become "Britain's biggest discounter".

The 95 new products, which boost the range to 445 lines, include Jack and Molly's kids foods (juices and biscuits), Jennie's frozen desserts, Butterfield cupcakes, Oak Lane Baked Beans (29p for 410g) and Oaktree Estate Cottage Pie (£1.09 for 400g), said a spokeswoman. "The second big wave of new discounter products is underway, with 95 new products going in before the end of the financial year."

The move sparked controversy at Food Manufacture's third business leaders' round table debate, with critics arguing that Tesco risked confusing shoppers and adding complexity to its supply chain, while admirers claimed it had outmanoeuvred hard discounting rivals.

One manufacturer, who asked not to be named, said: "It's a very canny move because it meets a short-term market need but doesn't interfere with Tesco's core pricing architecture for its own-label products (good, better, best). It can also easily be withdrawn if circumstances change without a great deal of fuss."