Tesco satisfies new age needs

Virginia Matthews’ piece on Tesco vs Sainsbury’s (MW, March 24) is sound up to a point but falls short on the real point of difference between Tesco and Sainsbury’s. The British, young and old, are abandoning the traditional “meat and two veg” in their droves and Tesco has been catering for modern tastes better in the vegetable, deli, ethnic and wine sections for some years now.

This has little to do with the very recent introduction of glossy bits such as loyalty cards and the promise of shorter queues, important though they may prove to be.

Derek Noakes

GSD Field Marketing

London W1