Fresh & Easy Launches Private Brand Sauces

Tesco’s fast-growing US grocer Fresh & Easy Neighborhood Market has launched a new line of Private Brand simmer sauces The new cooking sauces are Inspired by recipes from around the world, the line offers diverse and authentic sauces, perfect for introducing the inexperienced chef to easy ethnic cuisine. The vivid imagery and design details where created by London and Los Angeles based design consultancy P&W. Each flavors design is unique, allowing the customer to travel the world without leaving her kitchen!

The design emphasizes the use of quality ingredients through colorful ingredients based photography. By using a crystal label on an elegant glass jar the product stands on its own and the customer can see the sauce they are purchasing. The packaging also incorporates hits of silver metallic, bright color combinations and easy-to-follow 1,2,3, cooking instructions on the back; the results are a product that will stand out in a small but growing category.

P&W has a long-standing relationship with Fresh & Easy, having been key design partner since launch, and designed over a thousand SKUs.

“We are very proud of the new Fresh & Easy Simmer Sauce range. This is a fairly new category in the USA, so it was important to convey the convenience and ease of cooking using a simple 3-step process on the back. Our work with Fresh & Easy has been all about helping US consumers to choose top-quality products. To come up with a elegant solution that not only stands out at the fixture but also uses the whole of the pack to communicate the quality of ingredients and ease of use, is testament to the insight and ability of our design team.”



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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.