Whole Foods Will Open a New, Lower-Cost Chain Instead of Just Selling Cheap Stuff at Whole Foods

Whole Foods is planning to launch a new string of stores aimed at selling cheaper, organic food to broke millennials, the AP reports. The natural grocery store chain hopes the move will entice a younger generation that they believe view Whole Foods as too expensive. The company's co-CEO, Walter Robb, did not release a name for the new chain, but said the stores will have a "modern, streamlined design, innovative technology, and a curated selection." Everything the young millennial desires.

Robb also shrugged off the suggestion that these cheaper stores will siphon business from Whole Foods—the store still hopes to triple its number of locations in the United States. The cheaper chain, which sounds an awful lot like Trader Joes, will open its doors to an expected torrent of poor 20-somethings as soon as next year.

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