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Whole Foods to Launch Lower-Cost Chain for Millennials

Whole Foods

We love us some Whole Foods, but our addiction to their high-quality and hard-to-find-elsewhere brands can do some serious damage to our bank accounts (there's a reason the chain is nicknamed Whole Paycheck!). So when we heard Whole Foods was planning to launch a new "complementary brand" geared towards the needs of millennials (read: cheaper), we could hardly contain our joy.

“We are excited to announce the launch of a new, uniquely-branded store concept unlike anything that currently exists in the marketplace,” said Walter Robb, co-chief executive officer of Whole Foods Market in a press release. “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.” 

While we don't really know what this "values-oriented experience" entails yet, we certainly appreciate the effort to make fresh, organic food available to health-minded, budget-friendly millennials—and we think even those born after 1980 will be on board.

The press release states that they plan to begin opening stores next year, and promises more details to come before the end of the summer. Any guesses on a name for the chain? (Until then, here's 44 Foods Under $1 to help lower your grocery bill.) Our stomachs (and wallets) can hardly wait!


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