Fresh & Easy Expands “Better for You” Private Brands

El Segundo, California based Tesco subsidiary Fresh & Easy is expanding its affordable and better-for-you  Private Brands Fresh & Easy Eatwell and Fresh & Easy Goodness with more than 60 new products.

The retailer introduced the Fresh & Easy Eatwell brand in 2010 for customers seeking a nutritionally balanced approach to eating without compromising taste or quality. Meanwhile, Fresh & Easy Goodness aims to give parents more wholesome options for fun meals and snacks for children.

All eatwell products contain no more than 25 percent of the daily values for calories, fat, saturated fat and sodium (based on a 2,000 calorie diet) and have limited added sugars. The packaging displays front-of-pack nutritional labels to clearly communicate the amount of calories, saturated fat, sodium and sugar in each item.

Goodness products are made with wholesome, natural ingredients that are good sources of vitamins and minerals, including whole grains, fruits and vegetables, and have limited sodium, limited added sugars and no preservatives. Like all other Fresh & Easy products, both eatwell and Goodness items contain no artificial colors or flavors, no high-fructose corn syrup and no added trans fats.

New products arriving in stores this month include:

  • eatwell Breakfast Cereals, $3.49
  • eatwell Instant Oatmeal, $3.49
  • eatwell Multigrain Tortillas, $2.39
  • eatwell Chocolate Chip Fiber Bars, $2.49
  • eatwell Butternut Squash Pasta Sauce, $2.99
  • eatwell Whole Grain Pasta, $1.49
  • eatwell Sweet Chili Shrimp Salad, $4.29
  • eatwell Steak Caesar Wrap, $3.99
  • eatwell Turkey Meatloaf, $4.49
  • eatwell Mediterranean Vegetable Pasta, $4.49
  • Goodness Sunflower Kernels Multipack, $3.99
  • Goodness Chicken Risotto, $2.99
  • Goodness Vanilla Animal Cookies, $2.99

“Customers are always seeking more ways to improve their lifestyles and save money,” said John Burry, Fresh & Easy’s chief customer officer. “Our new eatwell and Goodness products provide customers with healthier eating options that don’t compromise on taste and don’t break the bank.”

The eatwell range also includes frozen entrees that retail for $1.99 each. These meals, which have outsold national brand equivalents since their introduction, give customers more affordable, great-tasting frozen food options.



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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.