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Fresh & Easy this week announced that it is "launching a full-scale marketing campaign inviting customers to discover an all-new Fresh & Easy. Since transferring to new ownership in November, the company has reinvigorated the brand and its stores with the aim of being the anytime, anyway, anywhere solution for getting healthy, convenient and affordable food."

Tesco sold the Fresh & Easy chain the western US late last year to Ron Burkle-controlled private equity firm Yucaipa Cos., bringing to an end the British company's misguided and ill-fated American experiment.

Now, Fresh & Easy is looking to make another first impression.

According to the company, "the campaign is centered on Five Pillars that differentiate Fresh & Easy as new kind of market designed for modern consumers." Those pillars are "affordable organics," "products "handmade in our kitchen," fresh food delivered daily, "no artificial colors, flavors, or any other hidden nasties," and "hundreds of delicious prepared meals to satisfy any appetite."
KC's View:
I've spoken to some folks out there who seem to think that Fresh & Easy has a real shot, that there seems to be a new energy and that the Wild Oats offerings are proving to be an effective marketing tool. So maybe things are looking up.