Tuesday, June 24, 2014

Fresh & Easy Evolving Branding with Relevance

Fresh & Easy from the start was positioned as a new kind of market in an evolving marketplace.  Today Fresh & Easy is much better, on target to meet and exceed customer’s needs with new products and customer relevant messaging. 

Retail food companies today must be merchants first but the messaging must elevate the brand while educating the consumers particularly when you are creating a new market niche.  Fresh & Easy originally entered the Ready-2-Eat and Heat-N-Eat fresh prepared grocerant niche with food that did not quite fit with the messaging.  They went to great lengths to correct that and today they are doing a great job at integrated product and brand messaging.

Incorporating consumer relevant messaging like Hand-Picked, Hand-Cut, and Hand-Made, with Time Equals Freshness, Fully Prepared Meals, with Cook-it, Heat-it, or just Eat-it resonate with authentic relevance improving customer relevance.

Mike Evans Fresh & Easy Head of Marketing stated that this new campaign is centered on five “pillars” that differentiate the Fresh & Easy brand from competitors: Affordable organics (including the value priced Wild Oats private brand); “handmade” prepared foods; fresh foods delivered daily; no “unpronounceables” (products with artificial flavors, colors); and a wide range of meal solutions.

Success does leave clues and Foodservice Solutions® Grocerant Guru™ believes Fresh & Easy has picked up all the right clues stating “Non-traditional fresh food retailers are finding tremendous success.  However this new messaging campaign by Fresh & Easy will elevate Grocerant Niche to a new level accelerating the growth or Ready-2-Eat and Heat-N-Eat fresh prepared food.”

Invite Foodservice Solutions® to complete a Migration Marketing assessment, grocerant program assessment. No other foodservice research or marketing company has focused on the Grocerant niche since 1991.  For brand, product placement, menu positioning assistance simply call Foodservice Solutions® 1-253-759-7869 or visit: www.FoodserviceSolutions.us .


  1. Lots of misinformation here.

    Fresh & Easy continues to lose sales and their average store volume has decreased by double digits.

    This is significant as their average store sales was extremely low to begin with.

    1. Anonymous I would like to talk t you and validate your claims "off' the record. You can call my office at:253-759-7869 or Email me direct and I can call you. Steve@FoodserviceSolutions.us