Fresh & Easy Launches Gourmet Private Brand Pizzas

Tesco’s El Sugundo, California based small format grocer Fresh & Easy Neighborhood Market has expanded its Private Brand Fresh & Easy Gourmet line with a line of specially handcrafted frozen artisan pizzas from Italy, selling for $3.99. The new pizzas join other F&E Gourmet products introduced just last month, which have quickly become a hit for customers looking for unique and original products. Fresh & Easy’s team of chefs created the F&E Gourmet range to cater to customers seeking more affordable, restaurant-quality products they can serve at home.

Using only the finest Italian ingredients and recipes, the new Fresh & Easy Gourmet pizzas are handcrafted in Visso, an Italian village just outside Rome known for its extremely pure water from Monti Sibillini National Park. The dough and sauce are made on-site by the pizza maker who gives the pizzas a traditional, rustic Italian crust by double-proofing the dough and baking the pizzas in a stone oven.

Like all Fresh & Easy products, Gourmet is made with fresh, premium ingredients with no artificial colors or flavors, no high-fructose corn syrup, no added trans fats, and only use preservatives when absolutely necessary.

New Fresh & Easy Gourmet pizzas now available in store include:

Margherita Pizza
The Margherita Pizza was originally created in 1889 to honor the Queen consort of Italy, Margherita of Savoy. Like the original, fresh&easy Gourmet Margherita Pizza is made with tomatoes, mozzarella cheese, and basil – to represent the colors of the Italian flag.

Four Cheese Pizza
The Four Cheese Pizza follows a traditional Italian recipe with mozzarella, edamer, emmanthal and gran moravia cheese and Italian balsamic vinegar from Modena.

Pesto & Arugula Pizza
The Pesto & Arugula Pizza is an Italian recipe typical of the Liguria Region, which is famous for its pesto. Our pesto uses a combination of basil, crushed garlic, grated hard cheese, and pine nuts with a little olive oil – all from Italy.

“We’re always working to find interesting, unique and delicious products to bring to our customers,” said John Burry, Fresh & Easy Chief Commercial Officer. “We’re excited to introduce even more Gourmet products, after all, who wouldn’t love a great authentic Italian pizza for less than $4.”

In addition to the new Gourmet pizzas, Fresh & Easy’s chefs have worked on innovative ways to develop Gourmet products. For example, Fresh & Easy uses the special sous-vide cooking method for its frozen Gourmet Braised Beef in Red Wine Sauce, Gourmet Mediterranean-style Fisherman Stew and Gourmet Pork with Portobello Mushroom Sauce, which all sell for $6.99. Sous-vide is a unique method of slowly cooking food at a slightly lower temperature in specially designed pouches to vastly improve flavor and texture.



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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.