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    Fresh & Easy Launches Gluten-free Program

    In response to customer feedback, Tesco-owned Fresh & Easy Neighborhood Market is introducing more gluten-free products, adding new shelf labels to call out notable gluten-free items, and making a list readily available of all products in the store that are made without gluten-containing ingredients.

    In response to customer feedback, Tesco-owned Fresh & Easy Neighborhood Market is introducing more gluten-free products, adding new shelf labels to call out notable gluten-free items, and making a list readily available of all products in the store that are made without gluten-containing ingredients.

    The El Segundo, Calif.-based retailer will expand its range of gluten-free products over the next few months by introducing popular brand items — such as Soafella baking mixes and Glutino snacks — as well as introducing more of its corporate-branded products that naturally contain no gluten, in addition to not having any artificial colors, flavors or added trans fats.

    “We’re [giving] our customers what they’ve been asking for by expanding our range of gluten-free products and making them easier to find in our stores,” said Denise Webster, food scientist at Fresh & Easy. “Whether people are suffering from celiac disease or just want to cut gluten out of their diet, Fresh & Easy is a place where they can get great-tasting, affordable food made without gluten-containing ingredients.”

    According to Fresh & Easy’s Customer Service team, gluten-free is the No. 1 dietary request from its customers. It was this feedback that led the company to look closely at and expand its gluten-free offerings.

    Additionally, to make it easier for shoppers to find gluten-free products, a complete list of all products made without gluten-containing ingredients is now available at the stores’ Kitchen Table section and on the company’s Web site at www.freshandeasy.com/glutenfree. Specific gluten-free products will also be highlighted on the shelves with maroon-and-green labels.

    Fresh & Easy currently operates 136 stores in California, Arizona and Nevada.

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