USA, West Coast > Fresh & Easy

Tesco’s US chain Fresh & Easy Neighborhood Market introduces Green Things - its first line of eco-friendly paper and cleaning products. Uniquely packaged in a plastic outer wrap that completely breaks down in 12 to 18 months, the paper goods are made from 100 percent recycled paper with 80 percent post-consumer waste, while the cleaners (dish liquid, laundry detergent and cleaning sprays) are pH neutral, biodegradable and made from a plant-based formula. To further emphasize the natural characteristics, each package features a leaf background, is color-coded and has icons that reflect the product’s key attributes (e.g., cuts grease or plant-based formula).

Launch
February 2011

Package design
P&W design consultants, www.p-and-w.com