Tesco fresh and easy

Sixty Fresh & Easy-branded products sold in UK Tesco stores are to be reviewed as part of an upcoming range review.

Tesco launched Fresh & Easy-branded products to its UK stores last year and there are around 30 prepared veg and 30 prepared meat lines under the brand, including parmentier potatoes, mini carrots & fine beans and cabbage medley.

This week, a spokeswoman told The Grocer: “We are currently reviewing the branding of our prepared veg and that of our fresh meat as part of the winter range change.” She would not be drawn on the ownership arrangements of the Fresh & Easy brand in the wake of last week’s sale of 150 of Tesco’s US Fresh & Easy stores.

When Tesco launched Fresh & Easy products in the UK last year, it claimed that customer satisfaction scores for Fresh & Easy products sold in the US were among the highest in the group. Fresh & Easy was “built around great products and utilises the best of our product expertise”, it added.

Last week, Tesco announced it had sold 150 Fresh & Easy stores to private equity firm Yucaipa. The sale includes production and distribution facilities.