We've had Every Little Helps, Try Something New Today, More For You For Less, and More Reasons To Shop At Morrisons.

And now we have It's Not Something We Do, It's Everything We Do - the new slogan adopted by Whole Foods Market, the US retailer of organic and natural foods, for its UK operation.

The phrase is already in use on the company's UK website and will soon appear across the windows of its first store in Kensington, as well as on all advertising and some of its own-label product packaging. It will complement the company's corporate strapline: Whole foods, whole people, whole planet.

Whole Foods Market has also revealed that it wants to get in with the Kensington clique when it throws open its doors in early June.

The retailer said the London store would contribute heavily to the local community by "sponsoring local events, donating food and money to local causes, and providing volunteer opportunities for team members".

In the US, Whole Foods Market donates 5% of its annual net profits to charity each year, while individual stores regularly hold '5% days' - donating that amount of a particular day's net sales to a local or regional non-profit or educational organisation.

It is not yet known if the retailer will make a similar commitment in the UK .

Rick Bonin, regional vice president, UK, said the retailer hoped the lure of a pub and up-market eatery would help the store become a "neighbourhood gathering place".

"The opening of Whole Foods Market in London is a milestone for the company," he said. "We're bringing together the collective creativity of our entire company, inspiration from around the globe, and the natural and exotic flavours from the UK and around the world.

"The next few months see an exciting phase of the development and we're looking forward to opening the finished store."

Topics