Fresh & Easy Launches Private Brand Sandwich Cookies

Tesco’s US grocer Fresh & Easy Neighborhood Market recently launched a new Private Brand line of sandwich cookies designed by the design consultancy P&W. The line includes a chocolate cookie with vanilla crème filling and a vanilla cookie with vanilla crème filling.

This style of cookie (Oreo perhaps) has been a family favorite for many decades, so the design had to encompass traditional values and heritage cues as well as having a fresh look and feel.  P&W’s approach was to showcase the cookie, by taking its shape and detail to create a bold pattern to frame the product name. A glass of cold milk next to the photograph of the cookies completes the front panel.

The cookies contain no artificial colors, flavors or preservatives, consistent with the Fresh & Easy ethos. To further enforce the brand values, the cookies are baked with the fresh & easy logo in the middle.

“In a heavily branded sector such as cookies, we needed the design to be strong and eye catching on shelf. We felt that our solution was bold and had the personality to compete in category and appeal to customers of all age groups”.

I do not live in a Fresh & Easy market, so I have not tried the cookies, but over the last few years national brands (Newman’s Own) and Private Brands (Trader Joe’s) have come to taste parity with the iconic Oreo. In fact I generally prefer the Trader Joe’s Jo Jo’s. I look forward to trying these.



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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.