Tesco: We goofed in the U.S.

Progressive Grocer: Tesco's early market research was mistaken and the retailer may make big changes to its U.S. Fresh & Easy stores.

"We may have assumed that certain elements of the Fresh & Easy brand would do the work for us and we would not have to go down and dirty on price. That may have been a mistake," said Tim Mason, head of Tesco's U.S. business.

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