Sobeys launches South Asian-focused discount grocery store

Sobeys Inc., Stellarton, Nova Scotia, announced the grand opening of Chalo! FreshCo in Brampton, Ontario, the retailer’s first South Asian-focused discount grocery store.

“Chalo! FreshCo is a significant and unique addition to our company’s food retailing lineup,” said Rob Adams, general manager, discount format, Sobeys. “This store caters to the South Asian market while also driving our mission to inspire Canadians to discover new foods, products and recipes, and to help them ‘Eat Better, Feel Better and Do Better.’”

Chalo, which means “let’s go” in South Asian languages, is Sobeys’ invitation for shoppers to visit the new 50,000-square-foot store. Inside, they will find thousands of South Asian grocery products such as a wide assortment of rice, spices, lentils and snacks; fresh produce; a full-service seafood department; halal and non-halal meat counters; Amaya, a popular Indian restaurant; and the traditional FreshCo product offering — a large range of North American brands at low discount prices.

“Our research indicates that many South Asians visit multiple grocery stores each week to fulfill their food shopping needs, from traditional grocers to small, specialty stores for specific products,” Adams added. “Now, they can find the popular and unique products that they regularly look for and enjoy in one convenient location.”