Hypermarket operator Tesco Malaysia is set to invest RM2.3 million to reduce prices on 18 essential fresh food items throughout its 47 stores nationwide, beginning today until Dec 1.

Tesco chief executive officer Georg Fischer said the Tesco price campaign allowed customers to enjoy low prices with discounts of up to 37 per cent on key essential fresh products that include whole chicken, whole salmon, imported beef, cucumber, lemon, pineapple and Cavendish bananas.

"Given the recent fuel hike and after listening to our customers, Tesco has the obligation to intensify efforts and help the customers save on our food products that matter to them.

"For this particular campaign, we are working closely with all our fresh suppliers, in particular, with our contract farmers to ensure that we are able to maintain these prices.

"Over 70 per cent of our fresh products are sourced locally and direct from farms, therefore enabling us to always ensure great availability and quality," he told reporters after a working visit by Domestic Trade, Cooperatives and Consumerism Minister Datuk Hasan Malek to Tesco Extra Bandar Bukit Puchong, Puchong here Friday.

As one of Malaysia's leading hypermarkets, Fischer said Tesco continued to lead by offering promotions involving over 1,000 products on weekly basis, and while still maintaining the high standards of quality and freshness that the customers had always enjoyed.

He also noted that Tesco had seen an increasing number of customers buying the hypermarket's own brand products which matched the leading brand quality but with 20 per cent lower prices.

Tesco has over 2,000 lines ranging from food to household items.