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# Whole Foods Wants Millennials' Money Even if it has to Charge Less

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<!-- video src="https://cdn.jwplayer.com/manifests/S0uMpw7J.m3u8" -->
## Video: Whole Foods Wants Millennials' Money Even if it has to Charge Less

[Watch (HLS stream): Whole Foods Wants Millennials' Money Even if it has to Charge Less](https://cdn.jwplayer.com/manifests/S0uMpw7J.m3u8) (1:16)

![Whole Foods Wants Millennials' Money Even if it has to Charge Less](https://cdn.jwplayer.com/v2/media/S0uMpw7J/poster.jpg?width=720)

_Published 2015-05-07. Whole Foods announced Wednesday it would open a new, lower-priced brand of stores aimed at attracting millennials._


---

Jul 27, 2023 6:14 PM UTC

---

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### The Millennial Money Whisperer

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### How To Save Money At Whole Foods MONEY

[Millennial Money Myths: Saving](/video/BU0wOBwc/)

### Millennial Money Myths: Saving

---


## Transcript

Score another victory for Millennials, as more and more corporations try to court their business and cater to their tastes. Whole Foods Market wants your dollars, Millennials, even if it has to charge fewer of them to get you to buy something. During its second quarter earnings call, Whole Foods co CEO John Mackey announced the grocery chain would launch a new lower priced line of stores This new format will feature a modern, streamlined design, innovative technology and a curated selection. It will offer a convenient, transparent and values oriented exporience, experience geared toward millennial shoppers.

Not a bad move for a store with a reputation that's as much about organic natural food as it's high prices. Its nickname, after all, is Whole Paycheck. Another big reason for the need to find new customers is Whole Foods Market doesn't exactly have the market cornered anymore on locally grown or organic products. Mainstream grocery store chains know their consumers want this stuff too. The new stores will have their own brand separate from Whole Foods but as Mackey told investors " We want to underscore we see this as an and to our Whole Foods Market Brand and not an or ." Mackey didn't say what the new brand name would be but said the company is already building a team and negotiating leases for new store fronts.

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