Fresh & Easy Expands eatwell

El Segundo, California based grocer Fresh & Easy Neighborhood Market is expanding its popular and affordable eatwell range, just in time to help customers keep their New Year’s resolutions to be healthier and save money. All eatwell products contain no more than 25% of the daily values for calories, fat, saturated fat and sodium (based upon a 2,000 calorie diet). Like all fresh&easy products, eatwell contains no artificial colors or flavors, no high-fructose corn syrup, no added trans fats and only uses preservatives when absolutely necessary.

New fresh&easy eatwell products hitting stores this month include:

  • eatwell Steak & Spinach Salad: $3.99
  • eatwell Spicy Tomato Chicken Pasta: $3.99
  • eatwell Lemon & Cilantro Seafood: $3.99
  • eatwell Curry Chicken Wrap: $3.49
  • eatwell Sweet Pepper Chicken Wrap: $3.49
  • eatwell Spiced Butternut Squash Soup: $3.49
  • eatwell Minestrone Soup: $3.49
  • eatwell Honey Chili Chicken: $3.99
  • eatwell Garlic Alfredo Salmon: $4.99
  • eatwell Coconut & Lime White Fish: $3.99
  • eatwell Caesar Dressing: $2.49

Fresh & Easy introduced eatwell last year in response to customers who were seeking more affordable, nutritious options. Designed for a nutritionally balanced approach to eating without compromising on taste or quality, all eatwell products carry front-of-pack nutritional labels to simply communicate the calories, fat, saturated fat and sodium to customers.

“Customers are always looking for more high-quality, nutritious foods that won’t break their budgets,” said John Burry, Fresh & Easy’s Chief Commercial Officer. “We’re trying to make it even easier for our customers to fulfill their New Year’s resolutions without compromising on taste or quality.”

Building off the huge success of Fresh & Easy’s eatwell kitchen meals, the company also introduced a range of frozen eatwell meals that retail for only $1.99. These meals, which have outsold national brand equivalents since their introduction, give customers more affordable, great-tasting frozen food options with ingredients they can pronounce. Eatwell frozen meals include favorites like Chicken Enchiladas, Butternut Squash Ravioli, and Kung Pao Chicken.



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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.