Fresh & Easy Expands Healthy Store Brands

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January 10, 2012

Fresh & Easy Neighborhood Market is expanding its eatwell and Goodness private label lines as shoppers look for products to help keep those New Year’s resolutions.

Fresh & Easy introduced eatwell in 2010 for customers seeking a nutritionally balanced approach to eating without compromising on taste or quality, while Fresh & Easy Goodness products give parents more wholesome options for fun meals and snacks for children.

The grocer is adding more than 60 new items. New grocery items in the eatwell line include breakfast cereals, instant oatmeal multigrain tortillas, chocolate chip fiber bars, butternut squash pasta sauce and whole grain pasta. Prepared foods in the eatwell line include Sweet Chili Shrimp Salad, Steak Caesar Wrap, Turkey Meatloaf and Mediterranean Vegetable Pasta. New Goodness items include sunflower seeds multipacks, chicken risotto and vanilla animal cookies.

All the products contain no artificial colors or flavors, no high-fructose corn syrup and no added trans fats. The eatwell line also includes frozen entrees that retail for $1.99 each. According to the retailer, these meals, which have outsold national brand equivalents since their introduction.

All eatwell products contain no more than 25 percent of the daily values for calories, fat, saturated fat and sodium (based on a 2,000 calorie diet) and have limited added sugars. The packaging carries front-of-pack nutritional labels to clearly communicate the amount of calories, saturated fat, sodium and sugar in each item. Goodness products are made with natural foods that are good sources of vitamins and minerals including whole grains, fruits and vegetables and have limited sodium, limited added sugars and no preservatives.

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