Tesco is the latest to join the Android tablet fray with the Hudl, a 7in Android Jelly Bean tablet that gives you a quad-core processor and HD display for just £119.
It's pitched as a direct rival to the Google Nexus 7 and Amazon Kindle Fire (though with a lower price), with Tesco's real aim to steer customers to its many online shopping tools and services.
In that sense it's not much different to the Kindle Fire, but with two clear differences: first, it's cheaper, and second, you get an unforked version of Android 4.2.2 Jelly Bean, which means full Google Play access rather than the frustrations of Amazon ring-fencing.
We haven't got a full spec sheet as yet, but the headlines are as follows: a 1.5GHz quad-core processor, 16GB of storage plus microSD compatibility up to 32GB, a 7in 1440 x 900 display (it's HD, just not full HD), a pair of cameras, dual-band Wi-Fi, GPS, Bluetooth 4.0, micro-HDMI and 9-hour battery life.
There's no 3G (or 4G) version at present, but surely a Tesco Mobile-connected Hudl can't be too far from showing its face.
To quote the Tesco press release, “the move is part of Tesco’s multichannel strategy, ensuring that customers can shop whenever, however and wherever they want”. To that end, there's a dedicated launcher button offering direct access to the Tesco army of services, like Blinkbox and its range of Clubcard-affiliated add-ons and shopping apps.
Speaking of Clubcard, via the magic of Clubcard Boost which doubles the value of vouchers, you could bring that £119 price down still further to as little (theoretically at least) as £60.
The Hudl will be available in black, blue, red and purple from September 30, and will be launched with a range of accessories including the likes of cases, earphones and cables.
Expect plenty of consumers to respond by complaining loudly about supermarkets taking over yet another facet of modern life while checking under the settee for those blasted Clubcard vouchers and making a beeline for their nearest retail emporium.