Whole Foods value brand to be called "365"

Whole Foods announced today that its new line of value-focused stores will be called 365 by Whole Foods Market.

The high-end grocery chain announced plans for a new brand in a financial report last May. The new brand will have cheaper prices and a limited selection of fresh produce, prepared food and other items.

“We are excited to introduce 365 by Whole Foods Market to bring healthy foods to even more communities with a fresh, quality-meets-value shopping experience that’s fun and convenient,” said 365 president Jeff Turnas in a press release. “A modern, streamlined design with innovative technology and a carefully curated product mix will offer an efficient and rewarding way to grocery shop.”

Turnas is a 20-year Whole Foods veteran who previously served as president of the company’s U.K. region.

The name is based on Whole Foods’ in-house brand, 365 Everyday. Whole Foods Co-CEO Walter Robb told the Associated Press that 365 products will anchor the stores, but the chain will also carry other brands’ items.

365 by Whole Foods stores are scheduled to begin opening in 2016, but the company hasn’t announced any store locations yet.

Whole Foods’ future Bellingham store at 1030 Lakeway Drive is also scheduled to open in 2016. 

Whole Foods is based in Austin, Texas and has more than 400 locations throughout the United States, Canada and United Kingdom.

See the full press release here.

As part of the news release, Whole Foods also linked to this live stream of Turnas’ desk: www.wholefoodsmarket.com/365.

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