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    Fresh & Easy Expands Eatwell Options

    The grocer's signature frozen meals are outselling national-brand counterparts.

    As a way to help customers stick to their New Year’s resolutions to eat better and save money, Fresh & Easy Neighborhood Market has augmented its affordably priced eatwell line of refrigerated and frozen meals. In addition to containing no more than 25 percent of the daily values for calories, fat, saturated fat and sodium (based upon a 2,000 calorie diet), eatwell products, like all fresh&easy branded items, has no artificial colors or flavors, no high-fructose corn syrup, no added trans fats, and employs preservatives only when absolutely necessary.

    The latest refrigerated eatwell products, which arrived in stores this month, are Steak and Spinach Salad (SRP $3.99), Spicy Tomato Chicken Pasta (SRP $3.99), Lemon & Cilantro Seafood (SRP $3.99), Curry Chicken Wrap (SRP $3.49), Sweet Pepper Chicken Wrap (SRP $3.49), Spiced Butternut Squash Soup (SRP $3.49), Minestrone Soup (SRP $3.49), Honey Chili Chicken (SRP $3.99), Garlic Alfredo Salmon (SRP $4.99), Coconut & Lime White Fish (SRP $3.99), and Caesar Dressing (SRP $2.49).

    El Segundo, Calif.-based Fresh & Easy, a division of U.K. grocer Tesco, launched eatwell last year in response to customer requests for more affordable better-for-you options. All eatwell items bear front-of-pack nutritional labels so shoppers can check the calorie, fat, saturated-fat and sodium content at a glance.

    “Customers are always looking for more high-quality, nutritious foods that won't break their budgets,” observed Fresh & Easy chief commercial officer John Burry. “We're trying to make it even easier for our customers to fulfill their New Year's resolutions without compromising on taste or quality.”

    The success of Fresh & Easy's eatwell kitchen meals additionally spurred the chain to debut a line of frozen eatwell meals retailing for just $1.99 each. These meals, which the company said have outsold national-brand equivalents since their rollout, offer affordable frozen food options with simple ingredients. Eatwell frozen meals include Chicken Enchiladas, Butternut Squash Ravioli and Kung Pao Chicken.

    Fresh & Easy operates more than 150 stores in California, Arizona and Nevada.
     

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