Whole Foods Will Open New Chain of Cheaper Grocery Stores for Millennials

05/08/2015 at 12:10 PM ET

Whole Foods
Spencer Platt/Getty

Listen up, millennials: Whole Foods wants your business.

The healthy-grocery-store company recently announced it will target 20-somethings with a separate chain of cheaper grocery stores. “It will offer a convenient transparent and values-oriented experience geared toward millennial shoppers,” revealed co-CEO John Mackey.

The company has already started building a team and seeking out locations for the new stores, though it has not yet decided on a name.

“We want to underscore we see this as an ‘and’ to our Whole Foods Market brand, not an ‘or,’ ” said Mackey.

The news comes a few months after Whole Foods announced it would also be cutting prices across the country.

“We’re going to be relevant on price,” co-CEO Walter Robb said at the time. “We know where we stand relative to the others, and yes, of course, on the items that are ubiquitous, we’re going to be in and we’re going to have to price them right.”

Similar to the mother brand, the cheaper chain will feature its own new brand of food and beverages.

—Ana Calderone, @anacalderone

FILED UNDER: Food , Food News

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The Latest Craze in Disco Styles Is See-Through Jeans—but Beware of Foggy Bottoms
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The Latest Craze in Disco Styles Is See-Through Jeans—but Beware of Foggy Bottoms

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On a clear day, you can see forever—or at least that’s the wicked thought behind L.A. designer Agi Berliner’s transparent idea: see-through jeans. Exhibitionists notwithstanding, most folks wear them over bathing suits or as attention-getting evening wear with halters, garter belts and body stockings. Created for the disco crowd, the $34 jeans are selling like, well, hot pants. In just six weeks, 25,000 pairs have already been sold in such major department store chains as Macy’s, Bonwit’s and Saks.

“What’s limiting American designers is that we’re afraid to do something different,” says Berliner, 32, a Hungarian émigré who fled with her family to the U.S. in 1956. Agi thought up the gimmick in London while marveling at the way plastics were being employed by designers of punk fashion. In her L.A. office, where she designs for La Parisienne junior sportswear, Agi spent five days on the phone and six weeks testing to come up with the right plastic.

Agi herself tried out the French-cut jeans with the zipper in front, and quickly found several problems: Some plastics tore away from stitching, others wouldn’t bend and all fogged with perspiration. The ideal material proved to be a vinyl supplied by a bookbinder. The steam was eliminated with a series of vents behind the knees and in the crotch. “They’re no hotter than polyester pants,” claims Agi, “and if you wear them with tights, they won’t stick to your legs.”

Whatever the discomfort and despite the problem of Saturday night feverishness, discomaniacs report one major advantage of the plastic pants: no laundry bills. To keep Berliner’s see-through jeans clear, all the wearer needs is a little Windex.

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guest on


Bender on

Or other wise known as half paycheck

Rachel Rat on

Try our 100% Anus Beef!

Kate on

Love how this is targeted at millenials. Like Forever 21 even though women 35+ shop there. Or the PT Cruiser, which tends to have older owners. Older buyers always want to feel young so watch out millenials-guard your kale smoothies!

Erica on

I love Whole Foods. While they tend to be on the pricier side, I do appreciate their standards for animal welfare and that they try to source local products at each store.

Critiques Matter on

Discrimation perpetuators!
We have Walmart already…I’m not sure how they’ll compete to attract the business of those not paid a livable “Whole Foods” wage?!!!


Liz985 on

Uh, all people, regardless of age, would like to save a few dollars at the grocery store.

Mingo on

These people sure do understand trends. Excellent news.

Anonymous on

Love Whole Foods… Always clean and neat!
I buy dates there and they are delish… Always
need a slice of their chicken pesto pizza.. yum!
Pesto pasta very tasty too… I’m getting hungry lol

Kate on

I LOVE Whole Foods. They started a huge healthy eating movement. I wish every town had a Whole Foods. Whenever I travel, I look for them.

Tom on

So it will be called “Half Foods” but still full price or over priced!

guest on

Can’t they just shop at other grocery stores or is it too embarrassing to be seen at a store other than Whole Foods?

Lindsay on

Let me guess, the new chain will be called Trader Joes?

Zoe on

It sounds like they want to compete with Trader Joe’s. Trader Joe’s is full of products produced by large companies such as General Mills with a Trader Joe’s label. Whole Foods does a better job sourcing local companies. And their products are a lot cleaner. Although, you still have to watch out for sugar in their 360 brand.

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