WholeFoodsWhole Foods is planning to open smaller footprint stores in 2016.

Yet another chain is encroaching on c-store territory. Whole Foods Market Inc. announced the launch of 365 by Whole Foods Market, a line of stores offering convenience and everyday lower prices on natural and organic products, which is expected to begin opening in 2016.

Jeff Turnas, a 20-year Whole Foods Market veteran, will serve as president of 365 by Whole Foods Market and will be based at the company’s headquarters in Austin. Turnas has held various leadership positions on both the product and operations fronts, including president of the company’s North Atlantic Region, and most recently as president of its U.K. Region.

“We are excited to introduce 365 by Whole Foods Market to bring healthy foods to even more communities with a fresh, quality-meets-value shopping experience that’s fun and convenient,” Turnas said. “A modern, streamlined design with innovative technology and a carefully curated product mix will offer an efficient and rewarding way to grocery shop.”

“For the past 37 years, we have built our company by leading with high quality standards and continuous innovation. We are now excited for the next evolution to extend our offerings to a broader audience in a way that complements our successful Whole Foods Market brand,” Turnas said.

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