Fresh & Easy followed its UK counterparts Tesco in slashing its fresh produce prices to tempt in the bargain-hunters.
Fresh & Easy, the US arm of Tesco plc, responded to calls from its customers for budget fresh quality products by launching a line of 98-cent (64p) ‘Produce Packs’.
Simon Uwins, chief marketing officer at Fresh & Easy, said: "It's clear customers are trying to stretch budgets but they also tell us they don't want to compromise on quality or freshness.
“We are introducing the 98-cent Produce Packs to help our customers start the year off right without breaking the bank. We're making changes so customers have more choices in the way they are feeding their families."
The 98-cent Produce Packs are delivered fresh daily to stores and currently include apples, oranges, peaches and tomatoes. With the new line aims to give customers a choice from six different fruits and vegetables which will rotate depending on season and availability.
Fresh & Easy spokesperson and dietitian Janice Baker, said: "Now that the holidays are over, people are starting to re-evaluate their eating habits to get back on track to better health. When shopping, families need to choose foods that are high in fiber, vitamins and minerals, yet lower in fat and calories.
“These foods usually keep the stomach full longer as well. Consuming lots of fruits and vegetables is a great foundation to a healthy, well balanced diet."
According to the Centre for Disease Control (CDC), in 2005, only one in seven Americans exercised enough and ate at lease five servings of fruits and vegetables daily. Poor diet and a sedentary lifestyle, the CDC reports, can lead to increased health risks such as obesity and diabetes.
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