Fresh & Easy Expands Gourmet Private Brand

Fresh & Easy Neighborhood Market is expanding its popular Gourmet Private Brand with 12 new fresh products. Fresh & Easy introduced Gourmet in February to cater to customers seeking more affordable, restaurant-quality products they can serve at home. Gourmet products have quickly become a hit with customers and Fresh & Easy’s team of chefs has been hard at work developing additional unique products.

The 12 new items launching this week include four new fresh “Gourmet for Two” meals that will give customers a restaurant-quality meal for two for under $10. Other items include five fresh prepared meals retailing for under $7 and three fresh pizzas that will sell for under $8. The pizzas, which serve four, are 12″ x 16″ made with hand-stretched dough and topped with premium ingredients.

“Customers love our Gourmet products, so we expanded the range with some truly unique and exciting meals only available at Fresh & Easy,” said John Burry, Fresh & Easy Chief Commercial Officer. “We are happy to continue to bring more restaurant-quality, fresh food options for our customers to eat at home, as more and more people look for ways to save money.”

Like all Fresh & Easy products, the new Gourmet range has no artificial colors or flavors, no added trans fats, no high-fructose corn syrup, and only use preservatives when absolutely necessary.

The new Gourmet items hitting stores this week include:

Gourmet Fresh Prepared Meals

  • Bourbon BBQ Beef
  • Hawaiian Pork
  • Prosciutto Chicken
  • Chicken Catalan
  • Vegetable Lasagna Bianca

Gourmet for Two

  • Thai Green Curry
  • Panang Beef
  • Tequila Mango Shrimp
  • Cajun Style Chicken

Gourmet Fresh Pizzas

  • Prosciutto Pizza
  • Mediterranean Pizza
  • Rosemary Ham & Mushroom Pizza


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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.