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    Fresh & Easy to Launch 200 New Proprietary Products

    Retailer's private-label items account for 70 percent of store sales.

    EL SEGUNDO, Calif. -- Building on the success of it own-branded products, which account for 70 percent of sales, Fresh & Easy Neighborhood Market today announced plans to introduce more than 200 new proprietary products by the end of the year.

    All Fresh & Easy products contain no artificial flavors or colors, no added trans fats and only use preservatives when absolutely necessary, noted Tim Mason, Fresh & Easy’s chief executive officer. "People increasingly want food that is more like what they would make in their own kitchens," Mason said in a released statement.

    The new products will include: Vegetable Curry with Brown Rice, Mushroom Stroganoff, Chicken Parmesan with Linguine, Broccoli and Cheese Soup, Shrimp Alfredo, Orange Chicken, Organic Honey, new coffee and tea flavors, different varieties of cereals, new flavors of kettle and veggie chips, and new juice blends.

    According to a recent 2008 Food Market Institute U.S. Grocery Shopper Trends study, consumers are increasingly interested in what is in their food, particularly checking for trans-fat content. The report found that consumers prefer ready-to-eat meals, with more than half of the shoppers surveyed interested in more convenient food options.

    "At Fresh & Easy, we are able to offer fresh, wholesome products at incredible prices without the additives and preservatives they don’t want. Our products are a win-win for customers," Mason said in the released statement.

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