Tesco's Fresh & Easy Rolls Out Private Label Creme Cookies

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May 24, 2011

Tesco's Fresh & Easy Neighborhood Market has introduced a new private label line of cookies -- chocolate and vanilla sandwich creams -- in its 175 stores in California, Nevada and Arizona.

The grocer has added a signature branding twist to the Oreo-style cookie variety: Fresh & Easy Neighborhood Market has baked its clock logo into the middle of the outer portion of the sandwich cookies, creating a “cookie tattoo,” according to a report on Fresh & Easy Buzz, a blog devoted to news about the small-format chain and direct competitiors.

The cookies, which contain no artificial colors, flavors or preservatives, come in two varieties -- Chocolate Cookie Cremes and Vanilla Cookie Cremes, both with vanilla cream centers.

The packaging was created for Tesco's Fresh & Easy by London-based design firm P&W, which has worked closely with the El Segundo, California-based chain on private label product creation and design since 2007, according to the blog. The firm also does design work for Tesco in the U.K.

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