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In the grocer's own surveys, eight out of 10 customers cited its store brand products as the reason they shop there.
Fresh & Easy Neighborhood Market said it plans to introduce more than 200 additional store-brand products by the end of the year, a move prompted by the success of its private label offerings, which account for over 70 percent of sales.
Tesco said customer surveys showed that more than 80 percent of customers consider Fresh & Easy's store-brand products - including its ready-to-eat meal options - among the main reasons they shop at the stores.
"People increasingly want food that is more like they would make in their own kitchens," said Tim Mason, Fresh & Easy c.e.o. "At Fresh & Easy, we are able to offer fresh, wholesome products at incredible prices without the additives and preservatives they don't want."
Among the new products to be introduced are: Vegetable Curry with Brown Rice, Mushroom Stroganoff, Chicken Parmesan with Linguine, Broccoli and Cheese Soup, Shrimp Alfredo, Orange Chicken, Organic Honey, new coffee and tea flavors, several varieties of cereals, new flavors of kettle and veggie chips, and new juice blends.
Fresh & Easy operates 78 stores in Southern California, Arizona, and Nevada.