A new player touting itself as “Fresher, Cheaper” joined the field of discount grocers in Canada yesterday, as Sobeys Inc. transformed eight locations into FreshCo stores.

The former Price Chopper stores are in Brampton and Mississauga, the vanguard of “dozens” that will be switched over in the next year and a half, said Sobeys president and CEO Bill McEwan.

“This isn’t just a conversion or a renovation — this is the launch of a new brand.”

The new stores offer multicultural and ethnic foods tailored to the needs of people in the neighbouring communities.

“In Brampton, the South Asian population has grown 250 per cent in about 12 or 13 years, and there are varieties of produce that are important and relevant and required to satisfy that marketplace,” McEwan noted.

Sobeys Inc. has more than 1,300 stores from coast to coast that include Sobeys, IGA and Foodland.

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