Half Foods? Whole Foods Announces New Brand for Millennials

• May 7, 2015

by Lark Turner

Rendering for 965 Florida Avenue.

Whole Foods plans to open up a new brand of stores targeted at — who else? — millennials.

The store made the announcement Wednesday on the heels of a record-breaking quarter posting sales of $3.6 billion.

The new brand, which sounds like it will offer smaller stores with less expensive food, will be “unlike anything that currently exists in the marketplace,” Whole Foods’ co-CEO Walter Robb said in a news release.

“Offering our industry leading standards at value prices, this new format will feature a modern, streamlined design, innovative technology and a curated selection,” he said. “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.”

Whole Foods wants to start opening up stores under the new brand next year and is negotiating leases for the concept.

Meanwhile the company’s primary brand has been expanding aggressively in the DC area. The company has plans to open three new Whole Foods stores in DC proper, including one at 965 Florida Ave. NW, and just announced plans to build the region’s largest Whole Foods in Tysons Corner.

This article originally published at http://dc.urbanturf.com/articles/blog/whole_foods_announces_new_brand_for_millennials/9858