Fresh & Easy Launches Private Brand Snacks

Tesco’s US grocery chain Fresh & Easy Neighborhood Market is introducing a new Private Brand item, Deliciously Crunchy Plantain Crisps, designed by the design consultancy P&W. In Southwest regions of the world, plantains are a staple and are treated much like a potato, making this lightly salted crisp a great alternative to the ordinary potato chip.

Containing only three ingredients, Plantains, Sunflower Oil and Salt, this simple snack is free of artificial ingredients, unlike the leading chip brands. And to promote these Fresh & Easy brand values, we like to emphasize the “no artificial preservatives, flavors or colors” message through a clean honest design solution. The hand-painted playful typography and exotic shades of green applied to a wood-textured background helped us to achieve a design suggestive of a tropical fruit stand. Offering this unique product in an appropriately skinny bag will hopefully pique the interest of consumers, and secure it’s spot as a highly marketable item.

“The unusual nature of plantain crisps required a novel design treatment that would differentiate it from more conventional snacking products, while giving strong provenance cues. We were really pleased with the solution, which is simple, original and eye-catching. The structure of the design offers plenty of scope for range extensions if it is decided to expand into flavored SKUs”.

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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.