New Fresh & Easy Neighborhood Market Clock-Shaped Private Brand Candy Line Hits the Shelves at Fresh & Easy

Private Brand Showcase

In our June 24, 2010 Private Brand Showcase feature we wrote about a new line of candy, shaped like the clock on the Fresh & Easy Neighborhood Market logo, that was set to hit the shelves of the 159 Fresh & Easy Neighborhood Market stores in California (Southern and the Central Valley); Metropolitan Las Vegas, Nevada; and Metro Phoenix, Arizona the week of July 7, 2010.

[Read the June 24 feature here: June 24, 2010 - New Fresh & Easy Clock Logo-Shaped Candies Are A Pretty Sweet Idea]

The clock-shaped candies, called "fresh&easy Fruit Candies and Licorice," come in the following varieties: Super Fruit, Soft Fruit, Sour Fruit and Chewy Black Licorice. The line is packaged in 10 ounce clear plastic tubs.

The new Fresh & Easy private brand candy line is now on the shelves at all of Tesco's Fresh & Easy Neighborhood Market stores.

The fresh food and grocery chain is currently promoting the fruit and licorice candy line for $2.99 per 10 oz container.

According to Fresh & Easy Neighborhood Market, the "fresh&easy Fruit Candies and Licorice" are made without the use of any artificial colors or flavorings, and don't contain the increasingly controversial high-fructose corn syrup sweetener.

In closing, we'll pass along a suggestion a Fresh & Easy Buzz reader sent after we published the June 24 piece featuring the new candy line. The reader's suggestion is: Fresh & Easy should create an orange-flavored Fresh & Easy clock-shaped fruit candy variety and name it... "A Clockwork Orange."

Recent Private Brand Showcase Features:

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 Idea

May 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

New Fresh & Easy Clock Logo-Shaped Candies Are A Pretty Sweet Idea

Private Brands Showcase: Confections Category

Tesco's Fresh & Easy Neighborhood Market is introducing a new line of fresh & easy store brand fruit candies (pictured above) in the shape of its clock logo, which it features as part of its corporate logo on all of the "Fresh & Easy" signs on its 159 stores in California, Nevada and Arizona.

The fresh & easy clock-shaped candies are set to be in the stores on July 7.

We don't yet know how the candies taste since they haven't hit store shelves yet - but we like the product concept, in large part because in addition to serving the primary role as a product in the confections category, the line has the potential, at least in concept since it's obviously too early to tell, to serve a secondary function as an incremental branding element for the Fresh & Easy brand, which the clock plays a central role, and should play a greater role, in.

We like dual elements in product design, when they make sense, here at Fresh & Easy Buzz. This one makes sense.

The clock has the potential to be a strong branding element for Fresh & Easy if marketed well, in our analysis.

Regarding the clock as branding element, here's a suggestion: Have a bunch of those temporary tatoos kids love so much made up in the F&E clock design. Give them out to children in the stores as premiums for various occasions like grand openings, special events, or just semi-regularly for fun. It's simple. But we think it would serve as a part (elements of that incrementalism) of a whole in terms of various and multiple tactics as part of an overall strategy to build the brand, using the clock as a key element.

And besides, who've been told that at least one, and perhaps more than one, member of the Tesco Fresh & Easy corporate family has an actual, not temporary, tattoo of the F&E clock on their body. That's what we call real "branding."

[Private Brands' showcase is a semi-regular feature of Fresh & Easy Buzz. In it we highlight various Fresh & Easy private brand - and private brands from other grocers - products: the good, the bad and the ugly, offering analysis and commentary on the brands, items and related aspects.]