Eat Well at Fresh and Easy

Frequent readers know that I am a big fan of the blog the Fresh & Easy Buzz a blog that focuses on Tesco’s Fresh & Easy Store. The following is an excerpt from one of their posts on the new Private Brand “eat well”. Please click through and read the entire post, it is insightful and amazingly detailed.

The first items in Fresh & Easy Neighborhood Market’s ‘eatwell’ brand frozen foods line will be landing in store freezer cases, like the one pictured above, this week.

Private Brand Showcase
Breaking Buzz

On September 10, Fresh & Easy Buzz reported exclusively that Tesco’s Fresh & Easy Neighborhood Market is extending its ‘eatwell’ healthy foods private brand into the frozen food category.
[Read our story – September 10, 2010: Fresh & Easy Neighborhood Market Extending its ‘eatwell’ Healthy Foods’ Brand Into Frozen Food Category.]
Beginning tomorrow, Tuesday, September 28, the first nine ‘eatwell’ frozen food items (SKUs), which are ready-to-heat meal-type items, are set to hit the freezer sections in Tesco’s 168 Fresh & Easy stores in California, Nevada and Arizona.
The nine items are: Sesame chicken, tortilla crusted fish, chicken alfredo, beef stroganoff, kung pao chicken, turkey lasagna, spaghetti and meatballs, butternut squash ravioli, and chicken enchilada.
Along with the ‘eatwell’ brand items, the grocer is also adding two new packaged new frozen food items under its ‘fresh&easy’ brand – brown rice and thai jasmine rice.
Frozen makes three (categories) for ‘eatwell’
The extension of the ‘eatwell’ brand into frozen foods comes shortly after Fresh & Easy Neighborhood Market extended the private brand into the dry grocery category this summer, launching as its first item a canned version, ‘eatwell’ Turkey Chili with Beans, of its fresh-refrigerated ‘eatwell’ Turkey Chili. We were the first publication to report on the development in this story – August 18, 2010: Fresh & Easy Neighborhood Market Extending ‘eatwell’ Healthy Foods’ Private Brand Into Dry Grocery Category
Tesco’s Fresh & Easy launched the ‘eatwell’ healthy foods brand in April of this year as a line of fresh-prepared foods items, ranging from ready-to-eat salads and sandwiches, to ready-to-heat meals and side dishes. [See – April 1, 2010: Tesco’s Fresh & Easy to Launch New ‘EatWell’ Brand Lower-Sodium, Fewer-Calorie Prepared Foods Line and April 2, 2010: Fresh & Easy’s New ‘EatWell’ Healthier Fresh, Prepared Foods Brand to Hit Stores on April 7.]
The fresh food and grocery chain has promoted the ‘eatwell’ refrigerated items aggressively since the initial launch. In addition, in July, Fresh & Easy added some new items to the fresh-prepared foods line.

Read the entire post.

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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.