AUSTIN, TX & SEATTLE, WA - While Amazon is still in the midst of taking over high-end Whole Foods, Fortune reports that the grocer’s CEO John Mackey may have dropped hints about a new brand post-acquisition to help foster a turnaround.

As we previously reported, the two have entered the beginning stages of a $13.7 billion acquisition deal that has since rocked the buy-side.

While the executive said in a securities filing earlier this week that Amazon plans to keep the high standards Whole Foods is known for, according to Fortune, Mackey said in a separate Friday meeting that, "Over time, there could be other formats that evolve that—that might—wouldn't be branded Whole Foods Market, potentially, wouldn't be our standards."

Other changes on the Whole Foods horizon look to include Amazon’s technological touch, which Mackey said would help transform the grocer. While the e-commerce giant said it has no plans to automate Whole Foods’ check out line like that of last year’s automated grocery launch, cutting costs is also likely, according to the news source.

Amazon's Worldwide Consumer Chief, Jeff Wilke, said at Friday’s town hall that Whole Foods' healthier options helped change how people think about food.

As for further details, however, we will have to wait and see as Mackey said it was too early to talk about how benefits and compensation “may synch up.”

Keep checking as further details unfold for this new chapter in Whole Foods and Amazon.

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