Tesco has confirmed its US c-store venture will be called Fresh & Easy Neighborhood Market.

The retailer has kept its plans firmly under wraps since announcing in February 2006 it would enter the US market this year.

However, yesterday, the retailer confirmed it had secured 20 sites in and around the Phoenix, Arizona, area and was on the look out for more.

The venture will create more than 2,500 jobs and further stores are expected to open in Las Vegas, Los Angeles and San Diego, Tesco said.

It also unveiled the Fresh & Easy Neighborhood Market logo, which has the words 'fresh & easy' written in white against a green background.

“Our company has enjoyed strong success in countries throughout Europe and Asia and we are excited to bring that success to America,” said Tesco US CEO Tim Mason.

“The Fresh & Easy Neighborhood Market format is designed to draw customers back to their local neighbourhoods by offering high quality, fresh and nutritious food at affordable prices,” he added.