Whole Foods Is Creating A Chain of Cheaper Supermarkets

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UPDATE: Whole Foods finally divulged the much-anticipated name of its new line of millennial-focused supermarkets: 365 by Whole Foods. The name represents a preexisting line of products currently sold at Whole Foods, which already claim to be offered at value prices. Based on the existing line, it looks like we can expect 365 by Whole Foods to carry the brand's natural and organic versions of what would otherwise be known as generic supermarket products. Does that remind anyone else of another grocery store concept (a.k.a. Trader Joe's) that we already know and love?
This story was originally published on May 7, 2015. Every time we step foot inside a Whole Foods, we end up spending way more money than we originally planned. Whether it’s a particularly heavy salad bar splurge (lunch shouldn’t be $20!) or those dreaded off-list purchases (we’ve all fallen victim to the latest overpriced organic, artisanal snack), it always comes down to the obvious — we probably shouldn’t be blowing our entire paycheck at Whole Foods in the first place. But, are you ready for some seriously exciting grocery-related news? Shockingly, Whole Foods feels our pain, and they are creating a brand-spanking-new chain of less expensive supermarkets. (Feel free to break into your happy dance.) "Offering our industry leading standards at value prices, this new format will feature a modern, streamlined design, innovative technology, and a curated selection. It will deliver a convenient, transparent, and values-oriented experience geared toward millennial shoppers, while appealing to anyone looking for high-quality fresh food at great prices," explained Walter Robb, co-chief executive officer of Whole Foods Market, in a press release. We don’t really know what a supermarket geared towards millennials looks like, but ideally, a lower cost, high-quality grocery store would benefit way more people than just those of us who happen to be in our 20s and 30s. The new supermarkets are slated to open next year, though specifics on locations and what they will be called are still unknown. Here’s hoping it’s not "Whole Foods For Millennials." (Grub Street)

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