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Brief Published: 19 May 2015

Whole Foods Creates Stores for Millennials

Whole Foods' prepared foods

US-based supermarket brand Whole Foods is set to open a number of new stores marketed towards millennials.

Inexpensive to run and driven by technology, the new stores will offer the fresh, organic food typical of Whole Foods' stores, but at cheaper prices. Whole Foods has not yet released information on how the store will reduce the cost of produce or any information on when or where they will open, but details are expected to be released in the coming months.

As explored in Rebranding Budget, supermarkets are revamping services and product lines to provide food-savvy consumers with access to premium products at affordable prices. US retailer Walmart has pledged to make organic products affordable and accessible through its partnership with US-based food brand Wild Oats. The company offers organic goods at up to 25% cheaper than other branded products. For more on this, see Walmart's Affordable Organic Range.

For more on how food and beverage brands are targeting millennials, see Feeding Gen Y, Beer & Millennials and Gen Y: The New Wine Consumer. For more on upgraded supermarket concepts, see Evolution of the Supermarket, Digitisation of the Supermarket and Grocery E-Commerce.