Fresh & Easy Launches eatwell

Rolls out new kitchen line as it hits 150-store milestone

EL SEGUNDO, Calif. -- As Fresh & Easy Neighborhood Market Inc. CEO Tim Mason celebrated the opening of Fresh & Easy's 150th convenience/grocery store, located in Burbank, Calif., last week, it has launched eatwell, "a new line of more nutritious products in order to help customers manage their diets without compromising on taste."

All eatwell products contain no more than 25% of the daily values (based upon a 2,000-calorie diet) for calories, fat, saturated fat and sodium. Like all Fresh & Easy products, eatwell contains no artificial colors or flavors, and no [image-nocss] added trans fats.

Building on the success of Fresh & Easy's "Kitchen," the company launched 17 new eatwell products made fresh in the 80,000-square-foot Riverside, Calif., food preparation facility and distribution center. Fresh & Easy is already planning to expand the range with additional products to hit stores in the near future.

Some of the items now available in stores include: Arroz con Pollo $3.99. Bruschetta Chicken $3.99. Veggie Breakfast Bowl $2.99. Teriyaki Salmon $4.99. Turkey Chili $1.99. Spicy Tuna Sushi Square $3.99. The company said it is based on customer feedback. "Customers asked us for products with less sodium, calories and fat and we listened," said John Burry, chief commercial officer for El Segundo, Calif.-based Fresh & Easy. "We created a range of items designed to make it easier for customers to eat well without compromising on flavor. 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."

All eatwell products carry front-of-pack nutritional labels, which are designed to simply communicate the calories, fat, saturated fat and sodium to customers.

Burbank Mayor Gary Bric joined Mason today to celebrate the opening of the Burbank store. Fresh & Easy also opened in three other communitiesOntario, Baldwin Park and Downey.

In the next two weeks, Fresh & Easy plans seven more store openings in California and Arizona. Fresh & Easy stores opening on April 14 include La Quinta and Wasco, Calif., and Scottsdale and Phoenix, Ariz. Stores opening on April 21 include another in Phoenix two more in Bakersfield.

Fresh & Easy opened its first store in November 2007 and currently operates more than 150 stores in California, Arizona and Nevada. In addition to fresh, high-quality prepared meals and produce, Fresh & Easy offers national brand products and household items.