Shoppers are bemused but in pocket over Tesco's early launch of its Pesach range.

Kosher for Passover dried goods were on the shelves in Tesco branches in major Jewish areas at the beginning of the month. It was part of a three-stage process which advanced this week with the bulk of the 300 product lines going on display - and indicative of the supermarket's desire to corner the Pesach market.

However, savvy customers are taking advantage of the offers on Passover wine to stock up for their celebrations of Purim in March.

Going through a Manchester check-out with three cases of wine, Prestwich father-of-three Mosche Neufeld explained: "I'm buying for mishloach manot [Purim gifts]. I think it's a little bit early for Pesach, but it is good because the Jewish grocers will have to cut their prices. Every year families are finding Pesach financially harder."

Salford mum Greta Rose said it was "a bit frightening" to find Pesach products on shelves so early. "The advantage is that you can buy as you go along and avoid a heavy food bill right before the festival."

Another shopper, Michael Silverstone, pointed out that "in Jewish law, you are meant to start preparing for Pesach 30 days before. But Tesco are getting frum."

Cheetham Hill deputy store manager Danny Fox said the advanced Pesach push was in response to customer feedback. "People said they didn't like the Passover items out with the Easter eggs. We are launching earlier this year, but there has been massive interest. One family visiting from Israel stood in the Passover aisle taking pictures. They loved it."