Whole Foods to launch discount banner

Whole Foods is looking to lessen its “whole paycheck” image with a lower priced banner.

The retailer is aiming to cater customers looking for premium organic and health foods but without breaking the bank.

What will the new format look like? Fortune magazine reported the chain is looking to take on Trader Joe’s as the new format would offer a “curated” selection and have a simpler design to cater to customers in their 20s and 30s.

More details will come in September.

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