Tesco will launch an own-brand smartphone by the end of 2014, it has been revealed.
The BBC reports that the phone will be based on Google's Android OS, and will be "comparable" in specs to the recent Samsung Galaxy S5.
In 2013 Tesco released its first low-cost tablet computer to widespread scepticism, but surprisingly decent reviews and sales.
The Hudl Tablet has sold about 500,000 units since its launch, and the supermarket chain has high hopes for its phone.
Chief Executive Philip Clarke tok BBC Radio 5 Live that the device would be priced "aggressively" but would seek to match some of the top handsets on price.
He added that a "Hudl 2" tablet would be released in September.
There is no other word on what the Tesco Phone will look like, but expect something on the slightly plastic, thicker side, with decent internals and slightly simplified software.