Tesco has become the latest supermarket to stoke up the public demand for organic foods by lowering prices and broadening its range. Some of its new products have been sourced from Prince Charles selection of "Duchy" organic foods. The group followed the lead of Iceland which is investing £8m to convert its own label frozen vegetable range to organic by October as part of a strategy to become an organic destination store. Research for Iceland last May suggested 77% of people would buy more organic food if it cost the same as ordinary food and 76% would buy it if they thought it was better for the environment. Sainsbury has to date led the supermarket organics race and plans to extend its range from 650 to 1,000 lines by Christmas. Tesco marketing manager Tim Mason said: "One in four Tesco customers are buying one item of organic food each month, and hundreds more are converting every week." Tesco increased its organic range this month to 750 lines from petfood to alcohol. It says it has invested £5m in lowering organic price points as part of the awareness drive. All 659 Tesco stores now carry stocks of at least 100 organic lines. {{NEWS }}

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