SimplyFresh targets independents with ‘LittleFresh’ relaunch

SimplyFresh has relaunched its food-to-go fascia ‘LittleFresh’ with three new stores in London.

The first site opened in Moorgate last month, with the other two set to open in January at Buckingham Gate and Baker Street. They are being run by Jasvinder Randhawa, who also owns SimplyFresh stores in the city centre.

The innovative symbol operator said it was targeting the independent retail market to get the fascia “back on the high street” following an initial launch of the concept in 2017.

“We took this as a bit of a learning exercise to just see how we could tweak our SKU count and offer in a small format,” creative director Davinder Jheeta told The Grocer.

LittleFresh is a smaller format than SimplyFresh, with stores ranging from as little as 300 sq ft up to 1,000 sq ft.

It aims to showcase “the best of SimplyFresh convenience stores in the smallest of packages”. It serves food to go, sandwiches, salads, pastas and chilled drinks for those on “very fast missions”, alongside tobacco, newspapers, beers, wines and spirits to offer “everything you need in one place”.

Jheeta said the business could potentially open five more across next year. He added that new LittleFresh stores will remain in London for the short term.