Tesco's debut tablet, the Hudl, may not have the pedigree of rival devices from more established names in the consumer tech business, but that hasn't stopped it from making a solid start in its first week on sale.
According to Tesco CEO Phil Clarke, the retailer has managed to shift around 35,000 of the cut-price Android slate since it went on sale on Monday.
He shared the news through a tweet from Retail Week's Jennifer Creevy, a nice change from the standard practice these days of not releasing sales numbers at all.
And while that 35,000 figure is hardly going to have the iPads and Nexus 7s of this world running for cover, it's nothing to be ashamed of either, considering how many new tablets have failed to make any impact at all over the past couple of years.
The Hudl has two key factors working in its favour: the first is obvious – price. At £119 it's about as low as you're going to get considering the spec – yes, Amazon has lowered the price of the 7in Kindle Fire HD to match the Hudl's £119 price tag, but that's mainly because it's a year old now and will soon be replaced by the latest model.
The Hudl's other strength is the merchandising and marketing clout Tesco itself can bring to the table. Head for your local Tesco superstore and chances are you'll spot the first signage advertising the Hudl before you even walk in the door.
What will be interesting to see is whether the Hudl's sales momentum kicks on from here as consumer awareness grows and the Christmas spending season approaches. If so, expect that sales figure to have at least another zero on the end by the time Santa's done with his December chimney-hopping.