Fresh & Easy Expands Gluten-Free

El Segundo, California based grocer Fresh & Easy Neighborhood Market announced that it is expanding its range of gluten-free products including dozens of Fresh & Easy Private Brand products as well as creating additional displays to highlight them in stores. The move builds on the retailer’s earlier efforts — in January 2010, it added more gluten-free items, created a labeling system for the products.

Fresh & Easy noted that it already carries more than 500 products without naturally occurring gluten ingredients, and recently added between 15 to 30 additional products to its selection, depending on the store. In addition to national brand items, Fresh & Easy offers many own-brand products that naturally do not contain gluten, and do not have any artificial colors, flavors, added trans fats or high-fructose corn syrup.

The company also said it partnered with the Celiac Disease Foundation to highlight May as Celiac Disease Awareness month. As more and more people are diagnosed with Celiac Disease or are choosing a gluten-free lifestyle, Fresh & Easy said it “is offering itself as a neighborhood solution for people who have a very difficult time finding the foods they want and need.”

“We’re excited to give our customers what they’ve been asking for by expanding our range of gluten-free products and making them easier to find in our stores,” said Denise Webster, food scientist at Fresh & Easy. “Whether people are suffering from Celiac Disease or just want to cut gluten out of their diet, Fresh & Easy is a place where they can get great-tasting, affordable food made without gluten-containing ingredients.”



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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.