Fresh & Easy Launches Private Label Vitamin Line

SHARE:

Email

Print

LinkedIn

Facebook

Twitter

January 24, 2012

Fresh & Easy Neighborhood Market has launched its own line of 20 affordable vitamins and supplements, and in keeping with all the retailer’s products, each contain no artificial colors, flavors and preservatives.

Fresh & Easy vitamins and supplements claim to provide benefits, including supporting bone, urinary tract, prostate, heart, immune system, joint, prenatal, digestive, eye, and general health. They also claim to provide antioxidant support, help energy metabolism and provide sleep support.

The packaging is a simple green, black and white label on a black bottle and was designed to offers shoppers a quick and easy way to determine the significance of each vitamin or supplement, highlighting its benefits, how it supports each given health issue, along with further details on nutrients included.

“We are happy to now offer our own line of vitamins and supplements to customers looking to balance their food intake with the benefits of vitamin and mineral supplements,” said John Burry, Fresh & Easy chief customer officer. “Now our customers can not only depend on Fresh & Easy for healthy food options, but also for everyday overall vitamin health too.”

Earlier this month, Fresh & Easy expanded its eatwell and Goodness private label lines, in time to greet shoppers looking for products to help keep New Year’s resolutions with more than 60 new items including grocery items and prepared foods.

The Fresh & Easy vitamins and supplements line includes prenatal nutrients, vegetarian multiple vitamins, cranberry, saw palmetto, garlic, Echinacea, folic Acid, vitamins B, C, D, and E, fish oil, iron, acidophilus and melatonin.

Read These Related Articles:

• H-E-B Expands Private Label HBC, Promotes Store Values
• Retailers Continue to Gain on Strong Store Brands
• Health Mart Rolls Out Private Label OTC

Most Read

Guest Columns

Grocery Aisle Innovation Key to Retailer and Consumer Cost Savings

Retailers are redesigning the aisle, appealing to environmentally friendly consumers and capitalizing on market trends to make their private label brands more competitive.

Source: Tetra Pak Inc.

How to Develop a Private Label Expression Aligned with Retail Brand Strategy

By creating private label as a marketing tool rather than just a price alternative, retailers gain the opportunity to tell a complete brand story while simultaneously boosting customer loyalty.

Source: CBX

Using the Store Banner to Endorse Private Label Architecture

Although the economic downturn accelerated private label growth in Europe, there was another key driver -- retailers started to brand their stores.

Source: IPLC

See All Guest Columns »

Press Releases