Whole Foods London Features New Private Label

GLYNN DAVIS

LONDON — Whole Foods’ flagship United Kingdom store, which opened here yesterday, offers a large assortment of Fresh & Wild Everyday Value products that are the equivalent of the “365 Everyday Value” brand in the U.S. The company is unable to use the “365” brand because it is already registered by a competitor in the U.K., a Whole Foods official told SN. Fresh & Wild is the name of the U.K. chain of small, natural food stores that Whole Foods acquired in 2004. The three-story, 80,000-square-foot Whole Foods flagship store seeks to loosely imitate the popular “Borough Market” in South East London that was featured in the film “Bridget Jones’s Diary” and is a mecca for foodies, according to one of the chain’s suppliers here. Another supplier revealed that the store was looking to attract as many as 70,000 people each week. Included in the store are 13 different eat-in food options — including a Champagne & Oyster bar, an Italian food counter and a Mezze bar — with seating for 350 diners.

Read More of Today's Headlines