TESCO has launched a new discount store as it battles against rivals Aldi and Lidl.
Over the next year the supermarket giant will be opening between 10 and 15 branches of Jack's, investing at least £20 million in the project.
The name was chosen in honour of Tesco's founder Jack Cohen.
Take a look at some pictures of the stores though – two of which open tomorrow – and the pun becomes a bit clearer.
We suspect you'll have noticed that the pictures feature quite the array of Union Jacks and mentions of "British".
It's quite the showing of Union Jackery – in pretty much every direction you turn.
And it's an important matter too. One of the battlegrounds in the Westminster power grab on Holyrood is food standards.
Scotland wants to be able to make its own policies in this area, and so erasing the distinct rules and legislation is not representative.
The #KeepScotlandTheBrand campaign isn't a joke either. Scotland has a reputation for high-quality produce, and attempts to hide that brand are harmful and counter-productive.
Some 350 Tesco suppliers are involved in Jack’s with 80% of products on the shelves "to be grown, reared or made in the UK".
The first two stores are set to open in Chatteris, Cambridgeshire, and Immingham at formerly “mothballed” Tesco sites.
Tesco boss Dave Lewis admitted Jack’s staff will not be paid the same as employees at Tesco stores, but will instead be on “more of a base rate pay”.
The move, which has been discussed at the supermarket for more than two years, is in response to consumer desire for a "smaller, simpler range at shops," Lewis said.
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