There's still three days to go before the eagerly awaited Wold Cup 2014 kicks off with the opening ceremony and first game on Thursday June 12, but the sporting event is already having a major effect on high street retail sales.

Tesco launches’Operation Brazil’ as World Cup related sales kick off

There’s still three days to go before the eagerly awaited Wold Cup 2014 kicks off with the opening ceremony and first game on Thursday June 12, but the sporting event is already having a major effect on high street retail sales.

Tesco launches'Operation Brazil' as World Cup related sales kick off

While party food and beer sales are set to rocket during the course of the tournament, which will be held in Brazil, demand for giant TVs and Brazilian snacks are already soaring.

At supermarket chain Tesco, World Cup fever so far has seen demand for Brazilian snacks and drinks rise by 40% and widescreen TVs almost double.

As excitement builds, Tesco has put in place a massive distribution operation to ensure stores across the UK are ready for extra high demand on food and drink throughout the four-week tournament. Codenamed ‘Operation Brazil’, the project involves thousands of staff and suppliers working hard to ensure that shelves are fully stocked throughout.

Tesco beer category spokeswoman Natasha Pitman said: “The World Cup is the biggest sporting event on the planet and will create a month long carnival-like atmosphere for millions of football fans at home, which is why we’ve set up a massive operation to ensure stores are fully stocked at all times.

“We know from previous tournaments that on days when England play, demand for beer, pizzas, and other snacks rocket and continues to rise with each successive round.” Demand for widescreen TVs is also rocketing as many people use the event as an opportunity to get themselves a new set.

During the tournament Tesco expects to see beer sales rise by at least 100%, barbecue foods to go up by 25%, snacks such as crisps, tortillas and nuts to increase by 25%, pizzas to go up by 15% – and soundbars, to enhance television sound, soar by as much as 500%.

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