Sobeys Bringing ‘FreshCo’ Discount Grocery Brand to Winnipeg

Sobeys Bringing ‘FreshCo’ Discount Grocery Brand to Winnipeg

FreshCo
Sobeys is converting two Winnipeg Safeway locations into FreshCo discount grocery stores. (METROLAND MEDIA)

Sobeys is converting two Winnipeg Safeway locations into new discount stores under the company’s FreshCo brand.

Sobeys says FreshCo will offer Winnipeg shoppers the lowest food prices in the city when it launches in spring 2019.

The Safeway Kildonan Crossing location at 500–1615 Regent Avenue West and Safeway at 920 Jefferson Avenue will both close on October 13 to complete the transition.

“We’ve looked closely at the grocery needs of our customers in these two neighbourhoods and we are thrilled to introduce them to our FreshCo banner,” said Mike Venton, general manager, discount at Sobeys.

During renovations, both pharmacies and the Jefferson gas bar will continue to operate.

“FreshCo stores are bright, organized, and fully stocked with quality produce, meats, dairy, baked goods, a greater assortment of ethnic food products, and staple items from the brands customers love,” Venton added.

The discount grocery wars have heated up in Winnipeg in recent years with the addition of Save-On-Foods to the market in 2016. Paired with the convenience of online shopping and click-and-buy grocery delivery and pick-up, local consumers now have an array of options to stock their fridge and kitchen cupboards.

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