Goodness Kids Line Strives For Greatness

EL SEGUNDO, Calif. Fresh & Easy Neighborhood Market's kid-friendly Goodness line has created such a buzz that the chain is scouring its other private labels for possible additions. Suitable items would be shrunk into child-sized portions and assigned packaging with a cartoon motif. Presently, 24 fresh and Center Store items are sold under the Goodness line. It was expanded from a handful of products

EL SEGUNDO, Calif. — Fresh & Easy Neighborhood Market's kid-friendly Goodness line has created such a buzz that the chain is scouring its other private labels for possible additions.

Suitable items would be shrunk into child-sized portions and assigned packaging with a cartoon motif. Presently, 24 fresh and Center Store items are sold under the Goodness line. It was expanded from a handful of products earlier this month.

“There are a lot of items that we have currently that could be Goodness items,” noted spokesman Brendan Wonnacott. “We're working to ensure their formulation fits the requirements.”

While all Fresh & Easy products are free of artificial colors, flavors, preservatives, added trans fats and high-fructose corn syrup, a conscious effort was made to limit the amount of sugar, sodium and fat used in the kids line. Artificial sweeteners and added caffeine are prohibited.

Ranging in cost from $1.19 to $3.99, they include Organic Berry Applesauce, California Seedless Raisins, Animal Shapes Whole Grain pasta, Strawberry & Banana Fruit & Veggie Juice Blend and Organic Honey Wheat Puffs cereal.

Fresh & Easy is considering ways to grow its private-label penetration at time when 77% of CPG executives and 90% of retail executives predict that market share of store brands is going to increase or increase significantly by 2012, according to a Deloitte survey.