AUSTIN, TX - Whole Foods, which announced last month that it would be launching a new store concept focused on millennial shoppers, has finally revealed the name of the new banner: 365 by Whole Foods Market.

The new streamlined, value-focused brand will begin opening in 2016 and will offer convenience and everyday low prices on natural and organic products, according to a press release.

Jeff Turnas, a 20-year Whole Foods Market veteran, has been named as the President of the new chain of stores and will be based out of the company’s headquarters in Austin.

“We are excited to introduce 365 by Whole Foods Market to bring healthy foods to even more communities with a fresh, quality-meets-value shopping experience that’s fun and convenient,” Turnas said in Thursday’s statement. “A modern, streamlined design with innovative technology and a carefully curated product mix will offer an efficient and rewarding way to grocery shop.”

Turnas previously served as President of the company’s North Atlantic Region, and most recently served as President of its U.K. Region.

In the short video posted below, Turnas described the chain as “cool” and “fresh.” He added, “We are not looking at a discount model, we are not looking at a ‘dumbed-down’ version of Whole Foods because we’re never going to sacrifice our Quality Standards.”

In the announcement of the new store concept last month, Walter Robb, Co-Chief Executive Officer of Whole Foods Market, commented that the concept would offer leading standards at value prices.

"[365 by Whole Foods Market] will deliver a convenient, transparent, and values-oriented experience geared toward millennial shoppers, while appealing to anyone looking for high-quality fresh food at great prices,” said Robb.

The new chain will be open 365 days a year, and sell grocery staples, fresh produce, and prepared foods, according to its website.

Stay tuned to AndNowUKnow for continued updates on 365 by Whole Foods Market. 

365 by Whole Foods Market

Whole Foods Market