No Frills Fresh Launches Chef's Own Brand At Newest Location

No Frills supermarkets here has launched “Chef’s Own,” a new line of fresh deli entrees and side dishes prepared in-store. The new brand made its debut in the company’s newest No Frills Fresh location, which opened on June 23 in Elkhorn, Neb.

OMAHA, Neb. — No Frills supermarkets here has launched “Chef’s Own,” a new line of fresh deli entrees and side dishes prepared in-store. The new brand made its debut in the company’s newest No Frills Fresh location, which opened on June 23 in Elkhorn, Neb.

No Frills President and Chief Executive Officer Fred Witecy said that the new brand and the new, fresh-food-focused store was developed with the needs of local families in mind.

“We’ve designed this store to serve the needs of an active community with lots of young families,” Witecy said in a release. “Chef’s Own gives families lots of affordably priced choices — top quality and made fresh every day.”

Chef Robert K. Barr, a former Guckenheimer executive chef with Union Pacific Railroad, was hired by No Frills to lead the introduction of the new brand. The opening week menu included 25 fresh, low-sodium salads such as a Naples Style Tortellini Salad and a Midwest Roasted Corn & Parmesan Pasta Salad.