Fresh & Easy Private Brand Breakfast on the Go

Fresh & Easy Breakfast

El Segundo, California based grocer Fresh & Easy continues its transformation into a breakfast destination with the launch of several new delicious, fresh Private Brand products with a twist on traditional breakfast staples designed to make breakfast easy without compromising on taste for customers on the go.

“Gone are the days of diet-busting drive-thru breakfast, eating on the go with Fresh & Easy is just as fast and isn’t full of artificial nasties,” said Sharon Price, Fresh & Easy’s grab & go guru. “We set out to develop more breakfast options that are delicious but not overloaded with calories, perfect for the customer looking for healthier options on the go.”

The new hand-held meals make fresh breakfast on the go convenient and satisfying and join a variety of innovative selections such as grab & go omelettinis, breakfast sandwiches and meal bowls. Fresh & Easy’s breakfast selections are priced afford-ably from $1.99 to $3.99 and like all of Fresh & Easy’s fresh products, they are made fresh and delivered every day. The new breakfast items include:

  • Fresh & Easy Breakfast Parfait Wrap
    Greek yogurt, fresh fruit and granola rolled in a sweet cinnamon wrap…no spoons needed
  • Fresh & Easy Open-Faced Salmon Bagel
    Super convenient sandwich topped with oakwood smoked salmon, cream cheese, cucumber and dill
  • Fresh & Easy Protein Breakfast Sandwich
    Sliced turkey, egg whites and fresh spinach on a whole-wheat bagel thin, an egg-celent source of protein with less than 200 calories
  • Fresh & Easy Vegetarian Soyrizo (Chorizo) & Egg Wrap
    Scrambled eggs and veggie soyrizo in a whole-wheat wrap
  • Fresh & Easy Apple Cinnamon and Almond & Fig Baked Oatmeals
    Two varieties of tasty whole grain baked oatmeals with sweet and fresh fruit toppings

Since transferring to new ownership in November, Fresh & Easy has reinvigorated the brand and its stores with the aim of being the anytime, anyway, anywhere solution for getting healthy, convenient and affordable food including extended hours of operation – making many stores open 24 hours – bringing convenience and value to more and more shoppers.



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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.