EatWell With New Private Brand from Fresh & Easy


I have a short list of blogs that I read regularly of those my two favorites are The DieLine and the Fresh & Easy Buzz, an insightful blog that takes a look at all things related to Tesco’s Fresh & Easy markets. This story comes courtesy of the Fresh & Easy Buzz.

Yesterday, Fresh & Easy Buzz broke the news that Tesco\’s Fresh & Easy Neighborhood Market is launching a new brand of healthier ready-to-eat and ready-to-heat fresh, prepared foods called EatWell. (Read more about the launch:  Tesco\’s Fresh & Easy to Launch New \’Eat Well\’ Brand Lower-Sodium, Fewer-Calorie Prepared Foods Line.)

Fresh & Easy plans to launch the EatWell line in its stores on April 7. The 17 varieties of ready-to-eat and heat prepared meals and sides in the new EatWell line include: Salads, like the Market Salad, and ethnic dishes, such as the Singapore Style Noodles, and the Latin Arroz Con Pollo meal, pictured below.

Most of the EatWell items will retail for about $3.99 and slightly below, accept for a couple of higher-end fresh salmon ready-meals – a 12 ounce Honey Dijon Salmon entree and a 12 ounce Teriyaki Salmon meal – which will sell for about $4.99 each.

The EatWell brand ready-meals and side-dishes contain less than 25% of the average daily requirement in fat, sodium, and calorie contents, based on a 2,000 calorie per day diet, according to the grocer.

See more photos.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.