Private Brand “Made Easy” Fresh & Easy

California based grocer Fresh&Easy has launched a new extension of their Private Brand “Made Easy”, the new line presents an expanded selection of fresh prepared salads and vegetables that includes bag salads and kits, micro-steamers, and sliced & diced vegetables. “Made Easy” was designed to help customers bypass time-consuming prep work by offering ready to assemble salads and vegetable sides in a single bag.

What makes “Made Easy” even more helpful is a handy guide on each package that shows how many people it serves and the portion of their daily recommended intake of vegetables it contains. The goal of the brand was to help customers make healthy eating decisions and eat enough fruits and vegetables throughout the day.

The “Ready To Cook” line contains an even larger selection including seasonal flavors such as Autumn Roasting Vegetables, as well as favorites such as Sweet Potato Fries with Aioli Dip, the expanded line will include items such as fresh stir fries packs to make it even easier for customers to create whole meals with less work.

Other items include:

Superfoods Salad Kit and the Brussels Sprouts Sautee. The Superfoods Salad Kit really packs a nutritional punch without compromising on taste with a full kit that includes dried fruits and salad dressing.

The Brussels Sprouts Sautee is a classic made with a twist, mixed along with the brussel sprouts you can find cabbage and a sprinkling of bacon for that savory kick.



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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.