Thursday, January 6, 2011

Fresh & Easy Neighborhood Market Hopes 'eatwell' Makes For A Healthy 2011

Private Brand Showcase
If it's about 'eatwell' - you read it here first

In September 2010 Fresh & Easy Buzz reported that Tesco's Fresh & Easy Neighborhood Market would be introducing a number of new ready-to-eat and ready-to-heat fresh-prepared foods SKUs, and a couple items in other categories, under its 'eatwell' healthy foods brand, in January 2011. [See - September 10, 2010: Fresh & Easy Neighborhood Market Extending its 'eatwell' Healthy Foods' Brand Into Frozen Food Category and September 27, 2010 - First Items in Fresh & Easy Neighborhood Market's 'eatwell' Brand Frozen Foods Line Arriving in Store Freezer Cases This Week.]

Fresh and Easy Neighborhood Market is doing just that.

Additionally, in this piece - January 4, 2011: Fresh & Easy Neighborhood Market Kicks Off 2011 With an Appeal to 'eatwell' - on Tuesday, we reported that some of those new items were set to be introduced this week.

They are.

Further, we said in the story on Tuesday that Fresh & Easy Neighborhood Market would feature the 'eatwell' brand, along with many of the new items in the line, in its weekly advertising circular, which came out a day later, on Wednesday, January 6.

The items are in the weekly ad, which started yesterday.

The ('eatwell') 411

Today, Tesco's Fresh & Easy Neighborhood Market announced the introduction of 11 new 'eatwell' brand items for 2011 - 10 fresh, refrigerated ready-to-eat or ready-to-eat SKUs and one Caesar salad dressing. The new 'eatwell' fresh-prepared foods items include: salads, wraps, soups, pasta dishes and meals. You can view a listing of the 11 new items here.

Additionally, although it's not mentioned in the press release, Fresh & Easy Neighborhood Market has extended its 'eatwell' brand SKU-count in the shelf-stable dry grocery category, adding a new item, 'eatwell' veggie crackers, to its existing two items in the line, canned turkey and vegetarian chili.

The veggie cracker (in a 7 ounce box) SKU is the first of what Fresh & Easy plans to be a line of snack crackers, and most-likely eventually other self-stable snacks, according to our sources, under its 'eatwell' healthy foods' brand.

Brand ('eatwell') extensions

Fresh & Easy Buzz was the first publication to report that the fresh food and grocery chain, which has 155 stores in California, Nevada and Arizona, had extended its 'eatwell' brand into the dry grocery category. We did so in this August 2010 piece - August 18, 2010: Fresh & Easy Neighborhood Market Extending 'eatwell' Healthy Foods' Private Brand Into Dry Grocery Category.

We were also first to report Tesco's Fresh & Easy extended brand 'eatwell' into the frozen foods category. (See the two September 2010 stories linked in the first paragraph of this piece at top.)

In our story on Tuesday (January 4), we said Fresh & Easy Neighborhood Market would be featuring its 'eatwell' healthy foods' brand, including the frozen meals and many of the new items, in its weekly advertising circular, which broke on January 5 and runs until January 11.

The grocer has done just that. You can view the 'eatwell' feature in Fresh & Easy's current weekly ad here.

More ('eatwell') to come

We've said since we first broke the news in April 2010 about the development and launching of the 'eatwell' brand by Tesco's Fresh & Easy Neighborhood Market, which it started out using for fresh-prepared foods only, that it was the grocer's plan to make its "healthy foods" private brand, and extend it into numerous additional categories, which so far include dry grocery and frozen foods, in addition to fresh-prepared foods.

That process will continue, along with the development of new 'eatwell' items in the fresh-prepared foods, shelf-stable dry grocery, frozen foods and refrigerated foods categories.

Stay tuned.

Recent stories in 'Private Brand Showcase'

January 5, 2011: Safeway Adds 'Open Nature' to its Natural-Organic-Healthy Foods' Private Brand Portfolio

January 4, 2011: Fresh & Easy Neighborhood Market Kicks Off 2011 With an Appeal to 'eatwell'

Click here to read a selection of stories from 'Private Brand Showcase' in 2010. See the headline links at the end of the post.

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