Fresh & Easy Neighborhood Market, El Segundo, Calif., has begun offering products under the Wild Oats brand at all 167 stores in California, Arizona and Nevada — a move that had been anticipated by industry observers since Yucaipa Cos. acquired the chain from Tesco late last year and hired Jim Keyes as president and CEO.

Keyes and Yucaipa own the Wild Oats name through a partnership agreement.


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Fresh & Easy’s initial Wild Oats offering includes a handful of dairy items — cage-free eggs, either white or brown, that move from hen to store within 72 hours and containe a “laid on” date on the shell, priced at $3.99 a dozen; four types of organic milk (regular, fat-free, 1% low-fat and 2% low-fat) priced at $3.89 per half-gallon; and three types of mozzarella cheese (traditional, ciliegine and ovoline), priced at $3.99 for 8 ounces.

In a statement Fresh & Easy said, “We’re excited to be bringing back Wild Oats to make ‘better for you’ products more available and affordable for our customers.”

According to the chain’s flyer, “Wild Oats, founded in 1987, was a pioneer in natural and organic foods. We’re bringing back Wild Oats … products [to] help us offer you even more fresh, affordable and delicious food so we can all live a healthier, tastier life.”

Industry sources said the company plans to continue to offer Fresh & Easy-brand product lines while installing additional Wild Oats products.

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