ALLSTON, MA - Ahold USA is bringing a fresh format (emphasis on “fresh”) to the Allston, Massachusetts area, with the promise of less “ors” while shopping for produce and more “ands.” Bfresh, a concept that is “small in size but big on fresh, organic values,” could soon be here.

The Boston Herald reports that the project is one from Fresh Formats LLC, and the company is keeping details under wraps.

“Fresh Formats LLC is developing a new grocery shopping experience that will be introduced later this year,” Suzi Robinson, Brand/Retail Innovation Manager for Fresh Formats, told the Boston Herald, but would say no more about its latest fresh venture.

Though the lid has been kept tightly on details about Bfresh, it has launched a teaser campaign via social media.

Besides taunting tweets and Facebook posts telling Allston that its calls for fresh produce have been heard, the company also released a video asking the people what is missing from its food shopping experience.

The location for the new format launch, according to a Seeking Alpha report, also has a nearby Trader Joe’s and Whole Foods Market, which also have an emphasized focus on fresh formats and millennial trends like those reflected in Bfresh’s campaign. Though the Bfresh store won’t be an overly large one, it will reportedly be larger than the 3,000 square foot Everything Fresh located in Philadelphia, Pennsylvania.