Tuesday, September 18, 2012

Fresh and Easy Finds Its Inner Brit

Fresh and Easy

The discount grocer Fresh & Easy is owned by Britain's Tesco chain, so it makes sense that they would have imported some items from their native land. This is welcome news: When F&E first opened, we bemoaned the lack of British products -- in our eyes, that was part of the original draw of seeing Tesco come to the U.S.

Of course, more imported products (F&E also carries more Mexican, Asian and Indian products as well) is far from the answer to Fresh & Easy's woes. The grocer appears to still be struggling to figure out just what it is, and who it serves. We occasionally shop there, but more as a supplement to our Trader Joe's runs than as a primary market. Once there, I appreciate their mix of in-house and major label items. Its pre-packaged dinner fare is also decent, and something that TJ's doesn't offer. But ultimately there's something missing.

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