Fresh & Easy, the struggling US subsidiary of international retailer Tesco, has launched a new and expanded range of 39 different fresh prepared salads and vegetables.
Furthermore, the group is apparently planning to sell Fresh & Easy-branded products in all of its UK stores – a surprise move reported in The Guardian that, according to one analyst, may in fact allow the US venture to recoup some of its costs in the form of royalty payments.
Around 10 branded products, including ready-to-cook vegetable kits for casseroles and stews, have already begun appearing in British Tesco supermarkets.
Meanwhile, in the US, Fresh & Easy's new salad and vegetable range Made Easy includes salad kits, micro-steamers, and sliced and diced vegetables.
In addition to minimising preparation time, the range also makes it easier for customers to keep track of their health goals as the label communicates how many servings of the recommended daily intake of vegetables each pack contains.
Chief customer officer John Burry said: “Fresh & Easy is always looking for ways to help customers solve the nagging question of ‘what’s for dinner tonight?'
"Not only does Made Easy help with easy meal solutions, but it also aims to help customers make sure they are eating enough fruits and vegetables throughout the day."
Products in the new line include kale salad, gourmet veggie salad, baby gem salad, broccoli cranberry salad kit, spinach bacon salad kit, shredded red cabbage and broccoli coleslaw.
Tesco is poised to end 2012 with about 200 Fresh & Easy stores, down from the projected 230 units originally planned.
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