Two ex-Asda men are behind a new chain of organic grocery stores.
The first Natural Kitchen store is set to open in London's Marylebone in May, with a second site earmarked for Spitalfields.
The venture is the brain-child of Keith Bird, who was general manager for strategic planning and new concepts at Asda for two years.
He has recruited Asda veteran Martin O'Connor, who has held a variety of roles at Asda over the last 17 years, as his operations director.
The 5,700 sq ft Natural Kitchen store will sell fresh and seasonal organic produce, as well as wines and ambient goods.
The first floor will operate as a café in the day, and as a space for community activities in the evening.
Bird claimed the Marylebone store would provide customers with "the romance and discovery of shopping in a traditional market".
Celebrity chef Hugh Fearnley-Whittingstall will be supplying River Cottage-branded goods to the store.
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