Fresh & Easy Focuses on Niche Private Brand

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.

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.