Fresh & Easy Launches Eatwell Line

Building on the success of fresh&easy's Kitchen range, the company launched 17 new eatwell products made fresh in the company's Riverside, California Kitchen.

9 Apr 2010 ---Based on customer feedback, Fresh & Easy Neighborhood Market this week 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 added trans fats.

Building on the success of fresh&easy's Kitchen range, the company launched 17 new eatwell products made fresh in the company's Riverside, California Kitchen. 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

"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 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.

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 everyone's favorite national brand products and household items, all at unbelievably low prices.