Dive Summary:

• Sobeys has opened its first Sobeys Extra store location in Ontario, Canada, centered on showcasing healthy food programs at reasonable prices to Canadian consumers.
•  The Sobeys Extra initiative is designed to compliment Sobeys’ Better Food for All program unveiled by the company earlier this year.
• The stores will feature expanded department sizes and healthy living programs, including health and wellness counseling services and an in-store chef.

Dive Insight:                     

Sobeys’ Better Food for All program made in debut this summer, and enlisted celebrity chef Jamie Oliver as spokesperson for the food-focused initiative centered on providing better food to shoppers through higher quality sourcing. “Our new store concept offers customers an inviting atmosphere of food discovery while also offering many extras that will help customers to eat better, feel better and do better,” said Sobeys’ president and chief executive Marc Poulin.