Ahold's bfresh opens in Boston

As it opens the doors on its newest concept store, Ahold’s Fresh Formats team is keeping its distance from the company’s conventional supermarket banners.

Bfresh, the division’s fresh-focused store in Boston which had a soft opening over the weekend, is seeking to distinguish itself from its conventional cousins in its customer proposition, and doesn’t even stock Nature’s Promise, Ahold’s own natural and organic privat

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