Fresh & Easy boosts own brand offerings

EL SEGUNDO, Calif. Fresh & Easy Neighborhood Market announced plans to introduce more than 200 new own-brand products by the end of the year.

Some of the own-brand items Fresh & Easy is introducing by the end of the year include: vegetable curry with brown rice, mushroom stroganoff, chicken parmesan with linguine, broccoli and cheese soup, shrimp alfredo, orange chicken, organic honey, new coffee and tea flavors, different varieties of cereals, new flavors of kettle and veggie chips and new juice blends.

According to the company, more than 80% of customers cite Fresh & Easy's own-brand products as one of the main reasons they shop at the stores, based on the company's customer surveys.

"People increasingly want food that is more like they would make in their own kitchens," said Tim Mason, Fresh & Easy ceo. "At Fresh & Easy, we are able to offer fresh, wholesome products at incredible prices without the additives and preservatives they don't want. Our products are a win-win for customers."