NEW YORK — Whole Foods says it will name its new chain of smaller stores with lower prices after its “365 Everyday Value” house brand.
Co-CEO Walter Robb tells The Associated Press that the chain will be named “365 by Whole Foods Market,” a nod to the brand sold by the grocery chain.
He said that while 365 products will anchor the stores, the chain also will have other items, including national brands.
Since announcing plans for the chain in May, recent trademark filings by Whole Foods Markets Inc. had prompted a guessing game that the stores might bear names like Clever Egg, DailyShop, Greenlife, Small Batch or Swiftgoods.
“Those were all decoys,” Robb said
The new chain also may be inspired by the success of companies such as Trader Joe’s and Sprouts, said Jon Springer, retail editor for Supermarket News.
“They’ve identified millennial shoppers, younger shoppers who are very particular about what they eat but also tough about what they can spend on food,” he said.
