Tesco Brings Private Label Brand from U.S. Fresh & Easy to the U.K.

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July 12, 2011

Tesco is reportedly bringing Fresh & Easy Neighborhood Market's "'goodness for kids" private label brand to the U.K., with a twist.

The chain plans to roll out "Tesco goodness for kids," which looks exactly like the Fresh & Easy brand other than the switch it made in store banner on the label, according to Fresh & Easy Buzz, a blog devoted to tracking Fresh & Easy’s U.S. expansions and development.

The blog explained that over the next several weeks Tesco will replace its Disney line for kids with this new line. Bryan Roberts, of Kantar Retail EMEA, recently noticed a sticker on one of the Disney items in a Tesco store that mentioned that the new "Tesco goodness for kids" brand will soon be replacing the Tesco Disney branded, according to the blog (see photo at left taken by Roberts).

Most recently, Tesco introduced "Tesco Flash in the Pan” in the U.K., a line of six refrigerated meals, which could find its way to U.S shelves since Fresh & Easy here in has registered with the U.S. Federal Government for a brand trademark, according to the blog.

Photo courtesy of Kantar Retail EMEA and Fesh & Easy Buzz.

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