Fresh & Easy to Introduce 200 More Private-Label Items

Fresh & Easy Neighborhood Market said yesterday it plans to introduce more than 200 additional private-label products by the end of the year.

EL SEGUNDO, Calif. — Fresh & Easy Neighborhood Market here said yesterday it plans to introduce more than 200 additional private-label products by the end of the year. Own-brand products account for slightly more than half of the 3,500 SKUs and more than 70% of sales at the 78 Fresh & Easy stores Tesco has opened in California, Arizona and Nevada since last November. The company said that more than 80% of its customers cite the private-label lines as one of the main reasons they shop at the stores. Among the new items that will be introduced under the Fresh & Easy logo are vegetable curry with brown rice, mushroom stroganoff, chicken parmesan with linguine, broccoli and cheese soup and shrimp alfredo — plus new flavors of coffees and teas, different varieties of cereals, new flavors of chips and new juice blends. The new lines will replace some existing own-label items, as well as other seasonal products, a company spokesman told SN.

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