EL SEGUNDO, Calif. — Fresh & Easy Neighborhood Market — the U.S. division of United Kingdom-based Tesco — was scheduled to open its 100th U.S. store today in Fullerton, Calif., just one year after launching its U.S. operation.

During that period the company has opened 49 stores in Southern California, 26 in Phoenix and 25 in Las Vegas. Fresh & Easy has previously disclosed plans to expand into the Bay Area and Sacramento in Northern California next year.

In remarks prepared for the Fullerton opening, Tim Mason, chief executive officer of Fresh & Easy, said the chain's format is well suited for cost-conscious consumers in the weakened U.S. economy, noting that its stores are well positioned to serve consumers looking for value and, with the price of gas, those shopping closer to home.

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