Fresh Brands Inc. Opens Piggly Wiggly Prototype Supermarket

Fresh Brands Inc. on Thursday announced the opening of its new flagship Piggly Wiggly supermarket in Sheboygan, Wis., that will serve as a prototype for the company's future Piggly Wiggly stores and remodeling projects.

"This store features a totally new concept in grocery store design and is an important component of our consumer-focused, smart-growth strategy to increase same store sales," said Elwood Winn, president and CEO of Fresh Brands, Inc. "By offering a more convenient, more attractive shopping environment, along with our highly-successful
Preferred Power Pricing marketing and promotional program, we believe we will attract more shoppers."

"The store design was derived from a series of out-of-market studies and research both nationally and internationally. The most significant elements incorporate a fluid shopping design focused on a 'fresh
market' approach to departmental merchandising. The creation of these departments, accented by a circular design and natural lighting, create a unique boutique store-within-a-store shopping experience, particularly in our fresh shopping departments such as produce, meat,
deli and bakery," said Michael Houser, vice chairman and executive vice president/chief marketing officer of Fresh Brands Inc. "Many of the design and technology advancements used in this store are seen only in the most upscale supermarkets."
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