Fresh & Easy Expands Private Label Line for Kids

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September 28, 2010

El Segundo, Calif.-based Fresh & Easy Neighborhood Market has an eye toward expanding it Goodness store brand line targeted to children.

Based on positive customer feedback, the 168-store grocer is reviewing which of its current store brands can be adapted to kid-friendly sizes and packaging, according to a Supermarket News report.

The Goodness line currently has 24 SKUs in the fresh foods and grocery categories, ranging in price from $1.19 to $3.99. Products include Organic Berry Applesauce, Animal Shapes Whole Grain Pasta, Strawberry & Banana Fruit & Veggie juice blend and Organic Honey Wheat Puffs cereal, as well as macaroni and cheese and other easy-to-prepare microwavable meals and individually packaged snacks.

“There are a lot of items that we have currently that could be Goodness items,” spokesman Brendan Wonnacott told Supermarket News. “We’re working to ensure their formulation fits the requirements.”

Committed to offering products free of artificial colors, flavors, preservatives, added trans fats and high-fructose corn syrup, Fresh & Easy is also limiting sugars, sodium and fat in the Goodness line, which also contain no artificial sweeteners or added caffeine.

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