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LONDON -- Tesco-owned Fresh & Easy’s 40- to 45-ounce family-sized prepared meals, introduced last month to help customers trying to feed their families on a budget, are now the six top-selling lines of the grocer’s more than 110 prepared food items.
"Customers told us they were looking for larger sizes to feed their families on a budget," said Simon Uwins, CMO of the El Segundo, Calif.-based company. "We introduced larger portions of our very popular kitchen meals, so our customers can feed a family of four for only $8."
Fresh & Easy’s top-selling kitchen product is the family-sized Chicken and Broccoli Pasta Alfredo, and the food retailer’s Chicken Teriyaki with Rice and Vegetables comes in second. Other bestsellers include the larger-portioned Lasagna with Meat Sauce, Spaghetti with Turkey Meatballs, Chicken and Bacon Macaroni and Cheese, and Chicken Burritos with Green and Red Sauce. Each of its prepared items, which are produced fresh daily in the company’s Riverside, Calif., kitchen, contain no artificial colors or flavors and no added trans fats, and only use preservatives when absolutely necessary.
Earlier this year, following increased customer interest, Fresh & Easy added larger packs of its most requested customer products, including diapers, laundry detergent, produce and cereals. The company plans to introduce more family-sized products in the future including 18-count cartons of eggs, a jumbo-sized fresh pizza and larger packs of fresh fish.
Fresh & Easy Plowing Ahead Despite Losses -- April 23, 2009