Fresh & Easy, the US arm of Tesco, has said it will introduce more than 200 new own-brand products by the end of the year.
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Own-label goods already make up over 70% of sales and consumer surveys have shown that more than 80% of consumers cite Fresh & Easy’s own-brands as a reason to shop in store, the company said.
Fresh & Easy said that some of its most popular lines are ready-to-eat meal options.
The company said that with consumers increasingly concerned about what is in their food, all Fresh & Easy products contain no artificial flavours or colours, no added trans fats and only use preservatives when absolutely necessary.
“People increasingly want food that is more like they would make in their own kitchens,” said Tim Mason, Fresh & Easy CEO. “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.”
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By GlobalDataSome of the own-brand items in the pipeline include: Vegetable Curry with Brown Rice, Mushroom Stroganoff, Broccoli and Cheese Soup, Orange Chicken, Organic Honey, and different varieties of breakfast cereal.
