Fresh & Easy Makes 3 Millionth Store Brand Item

Tesco-owned Fresh & Easy Neighborhood Market reached a private label milestone yesterday, when it produced its 3 millionth product, a 17-ounce package of store brand mashed potatoes.

"Our delicious kitchen products continue to be very popular with our customers," said Fresh & Easy's chef Mike Ainslie. "Fresh & Easy's wholesome products are made like you would make at home, and are well priced so everyone can afford dishes - like Linguini Carbonara and Carrot Ginger Soup - prepared fresh without additives and preservatives."
The mashed potatoes are among 23 new kitchen products added to its offerings yesterday. Others included Sheppard's Pie, Ratatouille, Meatloaf Dinner, Braised Beef, and Chicken Breast Marcella. 

The recipes were developed by Ainslie, who prior to joining Fresh & Easy worked with award-winning restaurants and hotels. The El Segundo, Calif.-based retailer plans to add over 250 new fresh&easy brand products to its stores over the next several months. 

Fresh & Easy has 61 stores in Southern California, Arizona and Nevada and will open its 62nd store July 2nd in Manhattan Beach, Calif.
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