Fresh & Easy Neighborhood Market Keeps it Simple and Keeps Prices Low

EL SEGUNDO, Calif., Nov. 1 /PRNewswire/ -- Scheduled to open in less than a week, Fresh & Easy Neighborhood Market today offered a glimpse into their everyday low prices. By keeping things simple, Fresh & Easy's innovative store format allows the company to offer customers fresh, wholesome food at affordable prices.

Fresh & Easy is scheduled to open six stores on November 8th in Southern California. The company also plans to open in Phoenix and Las Vegas before the end of the year.

To keep prices low, Fresh & Easy keeps things simple. Operationally, Fresh & Easy has taken an approach to increase sales and decrease costs, which ultimately means lower prices for customers. For example:

-- Stores carry a carefully selected range of high quality Fresh & Easy label and national brand products. -- Shelves are stocked using display ready packaging, eliminating the need to put products on the shelves one item at a time (all display ready packaging and shipping materials are reused or recycled). -- Produce, meat and a vast majority of other fresh products are delivered to the stores daily in reusable containers. -- Through a variety of environmental efforts; such as using LED lighting in freezers, cooler doors and outdoor signs, Fresh & Easy estimates its buildings will reduce energy output by approximately 30%.

"By keeping things simple, we're able to offer honest, everyday low prices on all our products," said CEO Tim Mason. "We don't need to offer product coupons or loyalty cards."

Starting next week, customers will be mailed a bi-weekly "fresh&easy ideas" flyer highlighting meal ideas, special products and unbelievably low prices. For example, one of the first flyers profiles a "dinner made easy" page which includes a 25 oz. beef lasagna, Caesar salad, ciabatta loaf and bottle of wine all for under $12. Other notable examples in Fresh & Easy's prepared food range include:

-- fresh&easy Heat-and-Serve Mac & Cheese, 17 oz., $2.99 -- fresh&easy Pad Thai, 17 oz., $3.99 -- fresh&easy Mashed Potatoes with Cheddar & Uncured Bacon, 17 oz., $2.99 -- fresh&easy Fully-Cooked, Sliced Chicken Breast, 16 oz., $4.99 -- fresh&easy Chicken Teriyaki Bowl, 10 oz., $1.99 -- fresh&easy Field Greens Salad with Balsamic Dressing, 9 oz., $1.99

Fresh & Easy's affordable prices are not just limited to prepared food. Customers will also be able to purchase household essentials at great prices, for example:

-- fresh&easy Reduced Fat Milk, half gallon, $1.98 -- fresh&easy Shredded Mexican-Style Four Cheese Blend, 16 oz., $3.99 -- fresh&easy Diced Tomatoes, 14.5 oz., $.61 -- fresh&easy Cage-Free Large Brown Eggs, 1 dozen, $1.98 -- fresh&easy Organic Breakfast Blend Coffee, 12 oz., $4.99

Fresh & Easy's private label products offer great quality at low prices. They all contain no added trans fats, artificial colors or flavors, and use preservatives only when absolutely necessary.

About Fresh & Easy Neighborhood Market

Fresh & Easy Neighborhood Market is a local, neighborhood store committed to providing customers with fresh, wholesome food at affordable prices.

Fresh & Easy is a company of Tesco, the UK's largest retailer and one of the world's leading international retailers. Tesco operates over 3,200 stores across 12 countries and employing more than 400,000 people.

Tesco's success is due in part to delivering a consistently strong customer offering on every visit and every transaction, and by focusing on the company's core purpose: to create value for customers to earn their lifetime loyalty.

More information regarding Fresh & Easy Neighborhood Market can be found at http://www.freshandeasy.com.

Fresh & Easy Neighborhood Market

CONTACT: Brendan Wonnacott, +1-916-554-3466, or cell, +1-310-384-3833, for
Fresh & Easy Neighborhood Market

Web site: http://www.freshandeasy.com/