Regular readers know that the premier resource for information on Tesco’s groundbreaking entry into the US Fresh & Easy Neighborhood Market is one of my favorite blogs Fresh & Easy Buzz. The blog also has a regular feature known as the Private Brand Showcase, which I often reference. This weeks post details three new items, here is an excerpt.
New Items Show Fresh & Easy Neighborhood Market’s Niche-Specialty Category Private Brand Development Focus
Tesco’s Fresh & Easy Neighborhood Market has gone decidedly niche and specialty products-oriented with three new food and drink items it recently introduced, pegged to the November-December holiday season, under its fresh&easy private brand.
The three new fresh&easy brand products fall clearly into the specialty food and drink category because they are niche-oriented consumer packaged goods items and feature gourmet or organic product attributes, and in case of the coffee also offer a fair trade attribute, along with the organic.
Holiday Blend Coffee
The fresh&easy Holiday Blend coffee – a seasonal item introduced by the grocer for the November-December-New Year holiday period. The special blend coffee features both organic and fair-trade coffee beans.
Pumpkin Pecan Waffle & Pancake Mix
The recently introduced fresh&easy Pumpkin Pecan Waffle & Pancake Mix is designed to be merchandised in the store all year but has a clear fall and holiday season focus to it.
Cranberry Walnut Loaf
The new fresh&easy brand Cranberry Walnut Loaf specialty bread is made for Tesco’s Fresh & Easy by its bread vendor Il Fornaio.
Interestingly, Walmart recently introduced a nearly identical Cranberry Walnut Loaf under its “Marketside” private brand. See a picture at our story here – December 21, 2010: New ‘Marketside’ Brand Fresh Food Items From Walmart – Part Deux.