Tesco's 7-inch Hudl tablet, which was released in 2013.
Further extending its brand from supermarket giant to tech-savvy retailer, UK-based Tesco has announced plans to release its own smartphone.
The company's CEO, Philip Clarke, announced the news during an interview on BBC Radio 5 Tuesday.
The device will be Android-based, and will target the higher end of the smartphone market, according to BBC.
Releasing a smartphone might seem like an unlikely move for a supermarket brand, but the company's first such experiment — a $200 7-inch tablet called Hudl, released in 2013 — resulted in the sale of over half a million units.
"[Both devices] will come loaded with the Tesco services," Clarke said. Among those services will be BlinkBox, Tesco's on-demand television and movies service.
In recent years, Tesco has made a point of promoting itself as a retailer working on the cutting edge of technology. In March, the company showed off a virtual version of its store via the Oculus Rift, and last year it held a virtual Easter egg hunt using Google Street View.
However, Tesco's tech-focused promotions aren't just for show. The company already has a wide array of apps for iOS, Android and Windows 8 that cover grocery shopping, recipes, calling cards, car insurance and photography.
Clarke did not disclose the price of Tesco's upcoming smartphone, which will debut by the end of this year. However, he did reveal that the company plans to release a follow-up to its first tablet, called Hudl 2, in September.