Fresh & Easy Expands Gluten-Free Program

February 2, 2010

Tesco’s U.S. Fresh & Easy Neighborhood Market is introducing more gluten-free products, adding new shelf labels to call out gluten-free items and is making a gluten-free product list readily available for customers in the stores.

In response to customer feedback, the El Segundo, Calif.-based operators of specialty prepared food and convenience markets is expanding its line of gluten-free products over the next few months by introducing popular brand items, such as Soafella baking mixes and Glutino snacks. Fresh & Easy added that it also carries many store brand products that naturally do not contain gluten in addition to not having any artificial colors, flavors or added trans fats.

Fresh & Easy’s customer service team reports that gluten-free is the number-one dietary request from customers, and it was this feedback that led the company to look closely at its gluten-free offerings, the company said in a statement.

The chain of 136 stores on the West Coast currently offers hundreds of gluten-free products and plans to continue growing the offering.

Gluten is a protein found in wheat, barley and rye. People with Celiac Disease are intolerant to gluten and must remove it from their diets. It is estimated that in the United States one in seven people are gluten-intolerant, and Celiac Disease affects about 3 million Americans

“We’re excited to give 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.

Because many gluten-conscious shoppers told Fresh & Easy that they had difficulty finding the gluten-free items, each store now has a complete list of all products made without gluten-ingredients. The products are also listed on the company web site.

Gluten-free products also will be highlighted on the shelves with eye-catching maroon and green labels, the company said in a statement.