Private Brand Showcase
On August 29, 2010 Fresh & Easy Buzz reported on and detailed Fresh & Easy Neighborhood Market's expansion of its co-branded fresh&easy 'goodness' brand and planned introduction of numerous new items in the line, which is targeted to kids.
In our story, we also reported that the fresh&easy 'goodness' brand and line, and the new items, would be debuting in the stores with a new package design makeover.
Read the story: August 29, 2010: Fresh & Easy Neighborhood Market Expanding its fresh&easy 'goodness' Co-Branded Line; Launching Numerous New Items
A few days later, on August 31/September 1, 2010, Tesco's Fresh & Easy publicly introduced the line via its 'Friends of Fresh & Easy' e-mail promotional flyer, which you can view here.
The new items include numerous dry grocery items, many pictured at the link and at the top of this story and others not pictured, including: applesauce, cereal, mac & cheese, fruit cups, peanut butter, snack chips, raisins, juices and a few others.
Additionally, the fresh&easy 'goodness' line includes some fresh-prepared foods items for kids, such as the mini meatballs and pasta meal item pictured at top. We think the kid-focused fresh-prepared foods items are a good idea. They give kids a ready-to-heat 'meal of their own' in the Fresh & Easy store aisles.
The new package design is a huge improvement over the brand's previous packaging. Below is a photograph of the old fresh&easy 'goodness' label. Compare it to the new design on the items pictured at top and here.
The old package design looks like something out of the 1950's (and even a bit like the design standards in the former Soviet Union; remember that place), which wasn't a bad era relatively speaking - it was just 60 years ago and a very different time in America in every way - while the new design is updated and modernistic and fits much better with Fresh & Easy Neighborhood Market's overall private brand product design strategy. It's also in-line with Fresh & Easy's store and identity graphics, which is something retailer's should strive for with their store brands. Full integration. Further, It's simply more appealing to the eye - and much more kid (and mom) friendly visually on store shelves.
When it comes to product packaging design, the term "My Goodness" has a double meaning, best exemplified by the initial "My Goodness" (a not so pleasant emoting) blurted out when we first saw the original fresh&easy 'goodness' packaging design in August of 2009, when the line was introduced, and the recent "My Goodness" (a much more pleasing exclamation) we blurted out when first viewing the redesigned fresh&easy 'goodness' packaging just recently.
As we all know, goodness can come in many forms. In the food and grocery retailing business, one of those many forms is vastly improved grocery product packaging. Good for Tesco's Fresh & Easy Neighborhood Market on that count
Recent Private Brand Showcase stories in Fresh & Easy Buzz: