Bfresh’s third location, which debuted in Somerville, Mass., earlier this month, is resonating with local shoppers, said Saskia de Jongh, VP of marketing, format and store development at Fresh Formats/bfresh.
The 11,000-square-foot store includes an expanded selection of Ahold’s private label offerings, including Nature’s Promise private label organics, and fewer higher priced specialty items.
“We learned that Millennials are very interested in fresh, affordable grocery items,” de Jongh said. “So we have store brands in the new store. That was a change compared to the [other stores], but we’re still very focused on fresh. We have an expansive grocery department, loads of fresh prepared meals and really a mix of everything you’d want to put in your grocery bag.”