Tired of its high-priced reputation and seeking a younger, millennial shopper Whole Foods has announced plans for a lower-priced chain that doesn’t yet have a name. However, according to Bloomberg, the company has filed a ton of trademark applications for names like Dailyshop, Clever Egg and Small Batch (ahem) to add to its existing house brand, 365 Everyday Value.
Competition from retailers like Wal-Mart that are stepping up their organic game are blamed for Whole Foods’ less-than-stellar financial returns.
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