Upmarket food retailer Waitrose has opened a new store with a different format in St Neots, Cambridgeshire.
The market town branch is a medium size and boasts stocks of local produce, the Guardian reports.
Waitrose is promising to support nearby farmers and small food producers by selling local goods, the publication notes.
Director of store development at the retailer Diana Hunter stated that the new stores are different from Tesco’s Express format.
“This is a small supermarket with a big focus on fresh food. This isn’t a convenience store – the customer can shop here and get everything for their weekly shop. You can’t get that in Tesco Express,” she said.
New stores are to open in Buckingham and Brackley later this year and, the paper states, plans could mean 100 similar stores are eventually opened around the UK.
Last week, Waitrose launched its new Delicatezze appetiser range, which includes falafel, pizza, dips, olives and anchovies.