Fresh & Easy Adds To Product Lineup

West Coast retailer Fresh & Easy said it added 23 new self-branded kitchen products to its lineup this week, all of which were developed by Fresh & Easy Chef Mike Ainslie.

The company also introduced product No. 3 million to stores this week: a 17-ounce package of Fresh & Easy Mashed Potatoes made using only potatoes, milk, butter, cream, salt and pepper, all without additives or preservatives. It sells for just $1.99.

The company’s products contain no added trans fats, no artificial colors or flavors and it uses preservatives only when absolutely necessary. It recently announced plans to add more than 250 new self-branded products to its stores in the next several months.

The first of the 250 were the 23 offered this week, which included Shepherd’s Pie, Ratatouille, Meatloaf Dinner, Braised Beef and Chicken Breast Marsala. Fresh & Easy Chef Mike Ainslie has worked in the past with award-winning restaurants and hotels.

“Our delicious kitchen products continue to be very popular with our customers,” Ainslie said. “Fresh & Easy’s wholesome products are made like you would make at home, and are well priced so everyone can afford dishes – like Linguini Carbonara and Carrot Ginger Soup – prepared fresh without additives and preservatives.”

Fresh & Easy has 61 stores in Southern California, Arizona and Nevada and is opening its 62nd store on July 2 in Manhattan Beach, Calif.

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