Londoners shopping at Tesco can now catch a free taxi ride home thanks to a new service launched today.

Anyone can book or hail one of 20 branded taxis to take them from a store to a destination in zones one or two. There is no minimum spend and the only requirement is a Tesco receipt of that day.

The announcement comes amidst ongoing supermarket price wars. Spokeswoman Gemma Griffin insisted it is "absolutely not a gimmick". It follows feedback from customers who want to buy as much as they want, but loathe dragging heavy shopping bags home on the Tube.

When asked what providing the service will cost Tesco Ms Griffin declined to comment.

A London Tesco brand manager added: "The Tesco Taxi Service is a first from a UK retailer and is another way of making life easier for our London customers."

The branded cabs from Radio Taxis will circle around all Tesco stores in zones 1 and 2. If none of them are in sight, shoppers can call a helpline to book the next free cab.

The service will be trialled for the next four weeks with a view to nationwide rollout.

"It is very cool, but I think it will be very difficult to get hold of one," said Roy Havemann, an economics student who lives in zone 1. "As a poor student who can never afford a taxi, I'll definitely use one if I can find it."

  • The Tesco Taxi Customer Helpline is 020 7561 5044.