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They want to create value for their customers so they will return and feel that fresh, wholesome food should be available to everyone (Who we are, 2008). At over 1,500 (Russell, 2007) over half of the products it sells are private-label, compared to 20% at most supermarkets (Palmer, 2007) and there are no Tesco branded items (Brown, 2008). Private-label items also make up over 75% of store sales (Palmer, Inside Tesco's new US stores, 2007). Private-label products create a marketing synergy between the store and the product (Cuthbertson & Bell, 2004).
One of the main things Fresh & Easy hope to do is introduce the concept of the ready meal to US consumers by selling high value prepared meals at a fraction of the normal cost (Brown, 2008)...
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