Fleming Cos. Rethinks Rebranding

NEW YORK–Due in part to adverse reaction from local consumers and community officials, Fleming Cos., one of the nation’s largest supermarket operators and wholesalers, is said to be strongly considering rebranding several of its Sentry Foods stores as Rainbow Foods rather than Fresh 4 Less, as the company had initially planned.

Ten supermarkets in the Milwaukee area that were scheduled to be converted from Sentry to a stripped down, no-frills Fresh 4 Less format instead may retain such departments as delis and bakeries and operate under the Rainbow Foods banner.