Fresh & Easy Private Brand Products Debut in Tesco Stores in England

British retail giant Tesco has begun selling Private Brand products into its stores using the Fresh & Easy brand. Approximately 10 items have been introduced including: chopped casserole vegetables, vegetable roasting trays and prepared carrots.

A Tesco spokeswoman said the grocer is likely to roll out the products, developed in the UK under the specifications and branding developed by Fresh & Easy in the US, within the fresh produce department. The products are not sold in Fresh & Easy stores in the US

According to the retailer, “Fresh & Easy is built around great products and utilizes the best of our product expertise. The products are free from additives; preservatives, hormones and trans-fats, and customer satisfaction scores for them in the US are among the highest in the group. We are bringing a bit of all of that knowledge and experience back to our home market.”

This move comes a little more than a year after Tesco began using the Fresh & Easy’s “Goodness” private brand on more than 70 items including home meal solutions and snacks. At the time I wrote this:

“If Tesco is able to utilize Fresh & Easy as a incubator and test market for Private Brand and retail innovation they have the potential of creating a competitive advantage that has value above and beyond the sales and margin of the stores. And ironically it puts a prominent English retailer looking back across the pond for innovation.”

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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.