Fresh & Easy Launches Better-For-You Breakfast Program

Fresh & Easy is targeting morning customers on the go with a new fresh breakfast offering that it says is healthier than what fast-food restaurants are offering.

El Segundo, Calif.-based Fresh & Easy is now selling grab-and-go breakfast sandwiches, salmon bagels, fruit parfait wraps and flavored oatmeal selections in all of its 167 stores.

“Gone are the days of diet-busting drive-thru breakfast, eating on the go with Fresh & Easy is just as fast and isn’t full of artificial nasties,” said Sharon Price, Fresh & Easy’s grab-and-go guru. “We set out to develop more breakfast options that are delicious but not overloaded with calories, perfect for the customer looking for healthier options on the go.”

The new hand-held meals make fresh breakfast on the go convenient and satisfying, and join a variety of selections such as grab-and-go omelettinis, breakfast sandwiches and meal bowls. Fresh & Easy’s breakfast selections are priced affordably from $1.99 to $3.99, and like all of Fresh & Easy’s fresh products, made fresh and delivered every day. The new breakfast items include:

• The Breakfast Parfait Wrap, featuring Greek yogurt, fresh fruit and granola rolled in a sweet cinnamon wrap, which requires no utensils to eat.
• Open-Faced Salmon Bagel, topped with oakwood smoked salmon, cream cheese, cucumber and dill.
• Protein Breakfast Sandwich, featuring sliced turkey, egg whites and fresh spinach on a whole-wheat bagel thin for less than 200 calories.
• Vegetarian Soyrizo (Chorizo) & Egg Wrap, that includes scrambled eggs and veggie vegetarian “soyrizo” in a whole-wheat wrap.
• Apple Cinnamon and Almond & Fig Baked Oatmeals, served with sweet and fresh fruit toppings.

Earlier this year, the chain introduced Wild Oats Marketplace cage-free eggs delivered to stores within 72 hours of being laid. They are so fresh, according to the company, they have “laid on” dates stamped right on the shell.

Since transferring to new ownership last November, “Fresh & Easy has reinvigorated the brand and its stores with the aim of being the anytime, anyway, anywhere solution for getting healthy, convenient and affordable food, including extended hours of operation – with many stores open 24 hours – bringing convenience and value to more and more shoppers,” the company said in a statement.

Fresh & Easy operates 167 stores in Arizona, California and Nevada. All of Fresh & Easy’s products – including the freshly prepared meals – contain no artificial colors, flavors, high-fructose corn syrup or added trans fats.