Fresh & Easy Launches Premium Belgian Private Brand Cookies

Tesco’s US chain Fresh & Easy Neighborhood Market launched a new line of Private Brand premium imported Belgian cookies. The packaging for the new cookies was designed by design consultancy P&W. The imported cookies are covered in rich Belgian chocolate with various fillings such as coconut, caramel, hazelnut and orange.

The dark packaging and corresponding photography exudes indulgence while ensuring that the product is the hero. The photography is enhanced with a backdrop of its ingredients communicating high quality. Premium cues are delivered through minimal contemporary type in bright colors balanced with warm metallic silver for a hint of luxury.

To communicate the Fresh & Easy brand values, the “no artificial preservatives, flavors or colors” message is communicated through an icon on the front of pack; the icon system is used consistently on packaging throughout the store.

According to P&W:

“The design treatment required for this range was that of indulgence. These products were selected as best in class and we feel our design communicated that with elegance. Merchandised in store, these would be identifiable as a top tier choice with the dark background blocking them out as a group and the matt varnish eliminating any glare from store lighting. The design solution utilizes the entire pack showcasing the cookies and through romance copy, describes what makes these the finest choice”.



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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.