250 NEW PRODUCTS TO BE LAUNCHED OVER THE NEXT 3 MONTHS

EL SEGUNDO, CA – Fresh & Easy Neighborhood Market today revealed an exciting new selection of fresh&easy own-brand foods to cater to increasing demand.

Following a great customer response and encouraging sales of fresh&easy own-brand food, the company is expanding the range with 250 additional products. Some of the new products include fresh prepared ready meals, new juices and brewed teas, soy and goat yogurt, and a range of ready-to-grill meats.

One of the new product additions already in stores is the mixed grill pack, which retails for $9.99 and contains four sausages, four beef patties, four chicken thighs and four chicken drumsticks – a little something for everyone.

In addition to the tried and tested favorites, the new products that will be introduced over the next three months will give customers plenty of new dishes to try. While shoppers are checking out these products they may also notice a few other improvements to Fresh & Easy stores.

Since opening in November, Fresh & Easy has been asking for feedback through the company’s website, focus groups, comment cards and customer surveys on how to make the shopping trip even better.

Among the first responses to feedback was in March when the company began accepting American Express® Cards, which has been met by overwhelming support from customers.

Since opening, many customers have emphasized how easy it is to get around the stores. Feedback also shows shoppers like the new brighter colors inside stores as well as the signs guiding customers to particular product areas, displaying Fresh & Easy’s brand messages.

These designs will be incorporated in all stores by July 2^nd, when Fresh & Easy opens its Manhattan Beach, California store.

“We developed Fresh & Easy by listening to what consumers wanted in a grocery market,” said Tim Mason, Fresh & Easy CEO. “We are delighted customers have responded so well to our own-brand foods. We know our popular ready meals – such as our mango chicken and beef lasagna – give families a great value alternative to take-out, and now there will be plenty more for customers to choose from.”

“We continue to listen to our customers and look for ways to make our shopping trip even better,” Mason added.

About Fresh & Easy Neighborhood Market

At roughly 10,000 square feet, Fresh & Easy markets are smaller than the typical supermarket to give customers a faster, easier shopping experience. In addition to fresh, prepared meals and produce, Fresh & Easy offers everyone’s favorite national brand products and household items, all at everyday low prices.

Each store employs approximately 20 to 30 people. All Fresh & Easy employees work a minimum of 20 hours per week, which ensures everyone is eligible for comprehensive and affordable health care. Entry-level positions start at $10 an hour in California, with similarly competitive salaries in other states, and offer a quarterly bonus of up to 10%.

More information regarding Fresh & Easy Neighborhood Market can be found at www.freshandeasy.com.