Fresh & Easy Expands eatwell Private Label Line

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January 11, 2011

Fresh & Easy Neighborhood Market is expanding its private label eatwell product line, which contain no more than 25 percent of daily calories, fat, saturated fat and sodium.

Eleven new fresh food and grocery SKUs, ranging in price form $2.49 to $3.99, are hitting stores this month, including Steak & Spinach Salad, Spicy Tomato Chicken Pasta, Lemon & Cilantro Seafood, Curry Chicken Wrap, Sweet Pepper Chicken, Spiced Butternut Squash, Minestrone Soup, Honey Chili, Garlic Alfredo, Coconut & Lime White Fish and bottled Caesar Dressing.

Fresh & Easy introduced eatwell last year “in response to customers who were seeking more affordable, nutritious options,” the company said. All eatwell products carry front-of-pack nutrition labels featuring calories, fat and saturated fat content. Like all Fresh & Easy products, eatwell contains no artificial colors, flavors, high-fructose corn syrup or added trans fats. Preservatives are only used “when absolutely necessary.”

Building off the success of its eatwell kitchen meals, Fresh & Easy also introduced a line of frozen eatwell meals that retail for $1.99, which have outsold national brand equivalents since their introduction, company officials said. Frozen entrees include Chicken Enchiladas, Butternut Squash Ravioli and Kung
Pao Chicken.

El Segundo, Calif.-based Fresh & Easy operates 150 stores in California, Arizona and Nevada.

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