Store brands account for 75% of Fresh & Easy sales. The Tesco-owned Fresh & Easy Neighborhood Market has now produced its 3 millionth product - a 17-ounce package of store brand mashed potatoes - and plans to add over 250 new Fresh & Easy brand products to its stores over the next several months. 

“There are no private label products outside of food right now,” according to Simon Uwins, Chief Marketing Officer, “but that’s not to say that won’t change.”

Store brands account for three quarters of the sales at the Fresh & Easy stores, even though they only represent less than half of the SKUs offered. (The average 10,000 sq. ft. store carries about 3,500 items.) Tim Mason, Fresh & Easy’s top executive, described the initial store brand sales results as “fantastic.”

Store brands also play an important role in the retailer’s substantial wine assortment. Of the 167 different wine labels carried, about one-third of them are private label.