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| - I just L-O-V-E Fresh & Easy, or 'Freezy, as I like to call it. My friends constantly tease me about it, saying that I should buy stock in the company or it should pay me for marketing; I don't care, it's lurve.
It's a British supermarket, premised on the concept of a smaller neighborhood market with largely pre-packaged food, i.e., fruits and vegetables are cut, diced, etc. and packaged in small containers. Of course, it's possible to buy fruits and veggies from a larger supermarket and wash/cut them yourself. But what busy person who hates cooking wants to do that? Not this one.
There are a few items I've grown attached to, such as the F&E cilantro lime hummus; wheat naan; F&E pistachio gelato; F&E sliced omega-3 seed bread; Recoleta malbec wine (bottled exclusively for F&E and only $4); F&E prosciutto; F&E salami; Tortilla land uncooked tortillas; F&E mango salsa; F&E Moroccan mint iced tea; F&E brown rice in a bag; F&E peanut butter pretzels; and F&E mango chicken with basmati rice.
They also sell Sangría Señorial in a 2 liter!!! That's sangria-flavored, non-alcoholic Mexican soda. It just cuts my need to go to other grocery stores. I also recommend the microwavable F&E carnitas; in just a couple of minutes, dinner is ready.
The other thing I like is the self checkout. At the end of a long work day, I just want to get in, get out, get home, and eat. And it's not like the self-checkout at large supermarkets; these machines are easy to use and there's always at least one F&E employee close by to help if something goes awry.
F&E has continued to expand and add new items (food and non-food) to its stores. I just bought a two pack of red wine glasses for $10, and a Charlie Brown Christmas tree (4 footer) for $15. It also has added great, fresh artisan bread from Il Fornaio. The bear claw is yummy!
My advice is to take coupons (there's almost always one in mail) and figure out when things go on clearance at your local store. There's usually one day that things get marked down; and you can get some great things on clearance. (Of course, you gotta eat it faster, but ain't no thing but a chicken wing!)
As a smaller market, the options are obviously more limited than what's offered at larger stores. But I find that, for the day-to-day items, Freezy is more than sufficient and surpasses many other stores in terms of quality and taste. There's many gourmet, organic, and other unique items without the super expensive price tag (cough, Whole Foods, have to sell a kidney to buy ten items, cough).
This particular store is always clean, well-stocked and easy to navigate. The parking lot can be funky depending on how busy it is but it's not unmanageable. I also like that F&E has designated spots for hybrids and families with small children closer to the store. (Although it really burns my cookies when cars that are NOT hybrids park in the hybrid spots. Really? Park your gas guzzler in a regular parking space!!! But I digress....)
At the end of the day, F&E is super convenient for busy people and/or small families. I lurve you, 'Freezy!
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