Ahold has unveiled a new store in Boston under the brand bfresh, which is expected to open in the near future, according to Supermarket News. Fresh Formats LLC, a division of Ahold that built the Everything Fresh grocery store in Philadelphia in December 2014, developed the store concept.
The bfresh store was initially developed as a solution for neighborhood shoppers — particularly younger shoppers — frustrated by compromises they need to make regarding grocery quality, price and overall shopping convenience.
In order to promote the store and brand promise, the bfresh web site includes a message stating that “high prices,” “lame foods” and “bad attitudes” will not be welcome in the location.
In June, Ahold acquired Delhaize to create the fifth-largest grocery chain in the United States. Ahold operates brands such as Stop & Shop and Giant, as well as online grocer Peapod.