Dive Brief:

• Fresh Direct, the online supermarket that serves the New York City area, is set to launch its first store brand for food. 
• The "Just Fresh Direct" brand will emphasize clean label, organic and artisanal foods such as eggs, milk, olive oil and granola. 
• "Just Fresh Direct" is expected to debut in December with a limited offering. The retailer is actively searching for partners to create foods for the brand, which will expand to some 150 items by the end of 2014.

Dive Insight:

Fresh Direct debuted in New York back in 2002. Truth be told, it's hard to remember how anyone in Manhattan lived without it for so long. Presumably we all schlepped around with grocery bags all the time. Now Fresh Direct is taking the next step to bring convenience to the stressed residents of the Big Apple. The retailer's Cloud 9 store brand for non-food items is already available. Soon Just Fresh Direct will be available as well. And life in New York will be a little bit better.