Fresh & Easy Neighborhood Market, the U.S. subsidiary of mega UK retailer Tesco, unveiled plans to bring its retail concept to California’s Bay Area.

Tim Mason, Fresh & Easy’s chief executive, disclosed the locations of the company’s first 18 store sites in Northern California, which will begin opening in 2009. Fresh & Easy currently has 37 grocery markets open throughout Southern California and in Nevada and Arizona. Tesco, one of the world’s largest international retailers, has invested $2 billion over five years in Fresh & Easy. Fresh & Easy will have 50 stores open in the U.S. by the end of next month.

At roughly 10,000 square feet, Fresh & Easy markets are smaller than the typical supermarket to give customers a faster, easier shopping experience. In addition to fresh, prepared foods and produce, Fresh & Easy offers everyone’s favorite national brand products and household items, all at everyday low prices.

“Our stores have been well received by customers in Southern California, Nevada and Arizona,” said Mason. “Everyone wants fresh, wholesome food at affordable prices and we are confident Fresh & Easy will be a great addition to the Bay Area.”

Each Fresh & Easy store employs approximately 20 to 30 people. Fresh & Easy store employees work minimum of 20 hours per week, and are eligible for comprehensive healthcare and other benefits. Entry-level positions pay well over the minimum wage, starting at $10 an hour in California, and offer a quarterly bonus of up to 10%.

Fresh & Easy’s private brand has no artificial colors or flavors, no added trans fats, and only uses preservatives where absolutely necessary. The company also offers a range of national brands and authentic products, as well as fresh, prepared meals make in our kitchen.