Fresh & Easy CEO Tim Mason at the opening of the 150th store

Fresh & Easy CEO Tim Mason at the opening of the 150th store

Fresh & Easy, the US unit of Tesco, has launched Eatwell, a line of own-brand, better-for-you products.

All Eatwell products contain no more than 25% of the daily values for calories, fat, saturated fat and sodium.

The new line is also free from artificial colours and flavours and  has no added trans fats.

The range consists of 17 new products, with additional products to be rolled out.

"Customers asked us for products with less sodium, calories and fat and we listened," said John Burry, chief commercial officer for Fresh & Easy.

"We created a range of items designed to make it easier for customers to eat well without compromising on flavour. With products like mojito shrimp and sweet chili chicken, we're building on the huge success of our kitchen items and helping our customers more easily manage their diets."

A spokesperson for the company confirmed that the development of new Fresh & Easy branded products was an important part of the company’s strategy to build consumer awareness and loyalty.

“Through these innovative own label products we expect to support growth of the Fresh & Easy brand,” the spokesperson said.

Earlier this week, Fresh & Easy said that it has also continued its store expansion drive with the opening of its 150th outlet.

The company, which opened three outlets this week, also unveiled plans to open seven further outlets over the next two weeks in California and Arizona.

"We started just over two years ago with a simple idea - every neighbourhood deserves access to fresh, wholesome food at affordable prices. We're happy to have become a part of 150 neighbourhoods so far and to have created so many good, local jobs," said Fresh & Easy CEO Tim Mason.