Saturday, September 4, 2010

Fresh & Easy Neighborhood Market Unveils New fresh&easy 'goodness' Brand Items and Packaging

Tesco's Fresh & Easy Neighborhood Market has expanded its fresh&easy 'goodness' co-branded line of food and drink products for kids, adding numerous new items, along with introducing completely redesigned packaging. The line is co-branded because the fresh&easy brand is used (small in upper corner) as part of the brand. But 'goodness' is the brand name focus.

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:

August 29, 2010: Fresh & Easy Neighborhood Market Expanding its fresh&easy 'goodness' Co-Branded Line; Launching Numerous New Items

August 18, 2010: Fresh & Easy Neighborhood Market Extending 'eatwell' Healthy Foods' Private Brand Into Dry Grocery Category

July 21, 2010: 'Sipsational' & 'Quenchtastic': Safeway Introduces New 21-Flavor Line of Soft Drinks Under 'refreshe' Private Brand

July 17, 2010: New Fresh & Easy Neighborhood Market Clock-Shaped Private Brand Candy Line Hits the Shelves at Fresh & Easy

July 12, 2010: Tesco Launches Private Brand 'Lasagne Sandwich' in the UK Today...With No Apologies to The Earl of Sandwich

June 24, 2010: New Fresh & Easy Clock Logo-Shaped Candies Are A Pretty Sweet IdeaMay 11, 2010: Tesco Might Want to Get 'fresh & naked' at 'fresh & easy'

April 2, 2010: Fresh & Easy's New 'EatWell' Healthier Fresh, Prepared Foods Brand to Hit Stores on April 7

April 11, 2010: When it Comes to Fresh, Prepared Foods, New York City's Duane Reade is Simply 'deLish' for Walgreens

February 22, 2010: Food, Drug Retailers With Stores in California, Nevada & Arizona Honored for Private Label-Store Brands' Excellence

May 18, 2009 piece - Strategy Session: Tesco's Fresh & Easy Needs to Move From its One Store Brand Fits All Strategy to A 'Three Brand' Store Brand Strategy

March 9, 2009: An English Village, A British Fresh Chicken Brand and Tesco Fresh & Easy's New 'Buxted' Discount Fresh Meat Brand: What Do All Three Have in Common?

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