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Ahold's bfresh Format Opens in Fairfield, Connecticut

Ahold's bfresh Format Opens in Fairfield, Connecticut

Thursday, October 22nd, 2015

bfresh™, Ahold’s “new grocery shopping experience,” is on the uprise.

The millennial, fresh-focused format recently opened in Fairfield, Connecticut on Wednesday, bringing a wide selection of deli, meat, fresh organic produce, and seafood options to a flock of consumers eagerly awaiting the new store.

Coming in at 8,600 square feet, bfresh proclaims that it offers more natural and organic options than a typical market and a robust selection of vegan, gluten-free, and international items. The stores are described as “visually appealing, inviting, and fun” to attract millennial shoppers.

A photo posted by bfresh (@bfreshmarket) on

The concept was developed by Fresh Formats, an Ahold company established in 2014 to explore and develop new format opportunities.

“We sought to provide a one-stop, easy-to-shop solution for the Fairfield community,” said Suzi Robinson, Marketing Magus for Fresh Formats and a developer of bfresh. “bfresh is designed for anyone who loves food and wants healthy, affordable, locally-sourced options in their neighborhood.”

bfresh offers consumers freshly prepared foods in its Little Kitchen™, which is based on La Place, a fresh food restaurant business in the Netherlands and Europe. Little Kitchen™ brings scratch-made, always fresh, seasonal meals into the store with new menus everyday. Shoppers can choose from fresh smoothies, salads, pizza, Asian stir fry, breads, desserts, coffee, and more, all prepared in front of customers. 

A photo posted by bfresh (@bfreshmarket) on

According to a press release, bfresh is targeting “neighborhood foodies who value fresh, healthy food options and pricing that doesn’t break the bank.” Its first location opened earlier this year in Allston, Massachusetts.

The grand opening for the store will be held on Friday, November 6.