Whole Foods Chooses '365' Moniker for New Format

AUSTIN, Texas — Whole Foods Market Inc. has given a name to its new streamlined, value-focused brand: 365 by Whole Foods Market.

The new stores, which will offer convenience and everyday low prices on natural and organic products that meet the company's quality standards, will debut in 2016, according to the retailer.

Jeff Turnas, a 20-year Whole Foods Market veteran, will serve as president of 365 by Whole Foods Market and be based at the company's headquarters in Austin. He has held various leadership positions on both the product and operations fronts, including president of the company's North Atlantic Region and most recently, president of its United Kingdom region.

"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. A modern, streamlined design with innovative technology and a carefully curated product mix will offer an efficient and rewarding way to grocery shop," Turnas said.

The "365" moniker draws from the company’s private-label brand, 365 Everyday, which will be featured prominently in the new stores, according to media reports. Whole Foods launched a new website for the concept: 365WFM.com.

As CSNews Online previously reported, the new millennial-geared format is meant to be a complementary brand — not an alternative — to current Whole Foods Market stores. The retailer anticipates shoppers will visit both stores: the traditional, larger Whole Foods Market stores for their typical weekly grocery shopping trip, and the new store format for fill-in shopping trips. 

"For the past 37 years, we have built our company by leading with high quality standards and continuous innovation. We are now excited for the next evolution to extend our offerings to a broader audience in a way that complements our successful Whole Foods Market brand," Turnas added.

Austin-based Whole Foods has more than 410 stores throughout the U.K., Canada and 42 U.S. states.

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