Fresh and Easy launch new healthy ‘Eatwell’ range

Posted by Josette Dunn on 12th April 2010

Fresh & Easy Neighborhood Market, the US unit of Tesco, this week launched Eatwell, a new line of more nutritious products.

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. Eatwell also 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.

The range was developed in response to  customer feedback.  “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.