Last week, Sobeys announced the opening of Chalo! FreshCo, a South Asian-focused discount banner. The grocer’s name, “Chalo,” translates to “let’s go” in South Asian languages.
“Chalo! FreshCo is a significant and unique addition to our Company’s food retailing lineup,” says Rob Adams, Sobeys’ general manager of discount formats. “This store caters to the South Asian market while also driving our mission to inspire Canadians to discover new foods, products and recipes, and to help them Eat Better, Feel Better and Do Better.”
The 50,000-square-foot grocery store features full-service seafood and meat stations, bulk bins filled with spices, lentils and nuts, ready-to-eat South Asian meals and a wide selection of discounted goods that are typically found at FreshCo.
Additionally, the store will contain an outpost of Amaya, a local Indian restaurant whose branded products are sold at the likes of Longo’s, Metro and Whole foods.
“Our research indicates that many South Asians visit multiple grocery stores each week to fulfill their food shopping needs, from traditional grocers to small, specialty stores for specific products,” adds Adams. “Now, they can find the popular and unique products that they regularly look for and enjoy in one convenient location.”
FreshCo, Sobeys’ discount supermarket chain, was established in 2010. There are currently 88 FreshCo stores, all in Ontario.
