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Fresh Mex is a term for a a type of Mexican-American food which offers food products influenced by the cuisines of Mexico. It is a subset of the Mexican food restaurant market segment that focuses on healthier products than normally found in "traditional" Mexican, Mexican-American and Tex-Mex cuisines. Products sold by these chains tend to use freshly prepared ingredients coupled with different presentations to differentiate themselves from the traditional Mexican restaurants. This market segment began to form in the mid–to–late 1980s with chains such as California-based Alcapulco's and Chevy's Fresh Mex.^[1]

While many of the chains advertise their products as being healthier than traditional fast food restaurants, groups such as the Center for Science in the Public Interest have disputed these claims.^[2] In a 1994 report, the CSPI accused members of this market segment of the restaurant industry using deceptive claims and adverting about the nutritional makeup of their products. After the release of the report, the Mexican, Tex-Mex and related segments of the foodservice industry took an estimated 5–15% hit to its bottom line in the weeks following. The claims have been disputed by these chains.^[3]

^ Glenn Collins (1994-09-25). "At Mexican Restaurants, Hold the Fat, Not the Taste". The New York Times. Retrieved 2008-10-06. It is a challenge that every Mexican restaurant chain is facing or soon will: Healthier Mexican food is coming to a restaurant near you. The trend, variously called "health Mex," "fresh Mex," "next Mex" and "lite Mex" (and by some grease-aholics who hate it, "fern Mex"), has been quietly developing for a decade in a few of the nation's 20,000 Mexican restaurants. It still accounts for but a small segment of the $8.9 billion in annual sales at Mexican restaurants.
^ "Fresh Mex: Not Always Healthy Mex". CSPI. 1994-07-18. Retrieved 2008-10-06.
^ Glenn Collins (1995-02-09). "From Taco Bell, a Healthier Option". The New York Times. Retrieved 2008-10-06. A study attacking the healthfulness of Mexican-style food was released last July 18, on what has become known in the Mexican restaurant industry as "Black Monday," because nationwide sales were depressed in succeeding weeks from 5 to 15 percent by the report.

[nyt-1] Glenn Collins (1994-09-25). "At Mexican Restaurants, Hold the Fat, Not the Taste". The New York Times. Retrieved 2008-10-06. It is a challenge that every Mexican restaurant chain is facing or soon will: Healthier Mexican food is coming to a restaurant near you. The trend, variously called "health Mex," "fresh Mex," "next Mex" and "lite Mex" (and by some grease-aholics who hate it, "fern Mex"), has been quietly developing for a decade in a few of the nation's 20,000 Mexican restaurants. It still accounts for but a small segment of the $8.9 billion in annual sales at Mexican restaurants.

[cspi-2] "Fresh Mex: Not Always Healthy Mex". CSPI. 1994-07-18. Retrieved 2008-10-06.

[nyt2-3] Glenn Collins (1995-02-09). "From Taco Bell, a Healthier Option". The New York Times. Retrieved 2008-10-06. A study attacking the healthfulness of Mexican-style food was released last July 18, on what has become known in the Mexican restaurant industry as "Black Monday," because nationwide sales were depressed in succeeding weeks from 5 to 15 percent by the report.

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