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    FreshDirect to Push Meals with Revamped Web Navigation

    NEW YORK -- Online grocer here FreshDirect today launched a new home page for its e-commerce Web site, designed to streamline the navigation process, and to introduce a "shop by meal" category featuring chef-picked and -prepared meal packages.

    NEW YORK -- Online grocer here FreshDirect today launched a new home page for its e-commerce Web site, designed to streamline the navigation process, and to introduce a "shop by meal" category featuring chef-picked and -prepared meal packages.

    "We are very excited to unveil the new home page redesign, and a brand new department created especially for FreshDirect families, called Easy Meals," said Steve Michaelson, president of FreshDirect. "Our customers have come to love the convenience and quality of our chef-prepared meals and with that in mind, our new homepage design will make it even easier to shop for delicious meals delivered direct, with a simple click of a mouse."

    The redesign was driven in part by the 20 percent increase in sales this year of the online retailer's chef-prepared meals, created and prepared by executive chef, Michael Stark, formerly of Tribeca Grill. The new Easy Meals department and home page redesign were built to capitalize on the increased demand for these prepared meals, and to make it easier for newer shoppers to find them.

    Some of FreshDirect's easy meal packages include: Easy dinners for two, such as Irish organic salmon & Satur Farms salad or a Sunday dinner for four that includes chicken cacciatore with a garden salad, ciabatta rolls and a choice of side dishes. FreshDirect even offers all-natural kids' meals like chicken and rice with vegetables and pasta primavera with tomato sauce.

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