Fresh & Easy Tastes Sweet With Private Brand

Frequent readers know that I am a fan of the blog Fresh & Easy Buzz and have quoted it on more than one occasion so it is nice to see our worlds come together with this feature called Private Brands Showcase.

Private Brands Showcase: Confections Category
Tesco’s Fresh & Easy Neighborhood Market is introducing a new line of fresh & easy store brand fruit candies in the shape of its clock logo, which it features as part of its corporate logo on all of the “Fresh & Easy” signs on its 159 stores in California, Nevada and Arizona.

The fresh & easy clock-shaped candies are set to be in the stores on July 7.

We don’t yet know how the candies taste since they haven’t hit store shelves yet – but we like the product concept, in large part because in addition to serving the primary role as a product in the confections category, the line has the potential, at least in concept since it’s obviously too early to tell, to serve a secondary function as an incremental branding element for the Fresh & Easy brand, which the clock plays a central role, and should play a greater role, in.

We like dual elements in product design, when they make sense, here at Fresh & Easy Buzz. This one makes sense.

The clock has the potential to be a strong branding element for Fresh & Easy if marketed well, in our analysis.

Get in more in depth reporting and analysis from the Fresh & Easy Buzz.



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Christopher Durham
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.